June 4, 1993 (34th Parliament, 3rd Session)


Rob Nicholson (Parliamentary Secretary to the Minister of Justice and Attorney General of Canada)

Progressive Conservative

Mr. Rob Nicholson (Parliamentary Secretary to Minister of Justice and Attorney General of Canada and Minister of State (Agriculture)):

In response to the above noted inquiry, it is important to emphasize that the Department of Justice Canada developed and implemented a comprehensive public information and advertising campaign (PLIA) for the firearms control legislation in August 1992 in joint co-operation with the provincial and territorial governments. The firearms amnesty advertising, which included television ads, was but one component of this campaign.
(a) There was one ad produced, in English and in French, for the amnesty. When the amnesty period was extended, the same ad was re-run with a caption highlighting the extension period.
(b) The length of this ad was 30 seconds.
(c) TV advertising spots were purchased on all major English and French networks for a total of 630 gross rating points, with the ads likely to have reached on average 70-75 per cent of adults in Canada.
(d) In addition to the television advertising, there was a householder distributed nationally in September 1992 to 11 million Canadian households which highlighted the
key components of the new firearms control legislation. It included a section devoted to the firearms amnesty.
Amnesty ads (total of 400 lines) were also placed in all weekly and ethnic newspapers during the first two weeks of November 1992.
A brochure on the firearms amnesty program was also produced and sent in large quantities to the offices of the chief provincial and territorial firearms officers and to police services across Canada for distribution to the general public. This brochure along with several press releases announcing the amnesty were sent to the members of the media in advance of the amnesty period. During the course of the amnesty and more than one month after it was all over, results were reported by police detachments across the country on a weekly basis and then issued to the members of the media.
In addition, senior federal and provincial justice officials and members of the RCMP, provincial and local police services across Canada did a great many interviews about the amnesty with members of the national, regional and local print, radio and television media, the week leading up to the start of the amnesty and during the amnesty period.
(e) As mentioned above, a national householder (news sheet tabloid format) was distributed in the form of direct mail to 11 million Canadian households prior to the amnesty.
(f) Beginning in April 1992, a substantial effort was made to notify firearms owners about the firearms amnesty through a direct mail-out of press releases. This information was sent to firearms organizations, most gun clubs, firearms interest groups and police services across the country.
As well, a firearms amnesty training and information video was developed and distributed to police services agencies across Canada and to firearms owners and users and to the general public. This video enabled police officers to respond to inquiries made by Firearms owners and the general public about the firearms amnesty.
(g) The total federal costs for the firearms public information and advertising program for the firearms amnesty include the production, printing/duplication and distribution of the following elements:

June 4, 1993

Government Orders
Householder** $1,076,329
Television advertising 1,512,452
Amnesty brochure 58,424
Amnesty information packages 50,000
Amnesty training and information video 122,275

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