Coloring in Today's Advertising Mosaic: The CAF's New Race Relations Advisory Council Offers Help to Marketers

Bentley, Marjorie, Marketing

THE recent controversy in Halifax over a Juicy Fruit ad is one kind of situation the CAF's Race Relations Advisory Council on Advertising hopes to help advertisers avoid.

But, primarily, the council hopes to make advertisers' work easier and more effective.

"We want to be the most informative source of information (on visible minorities) to the advertising industry," says co-chair Jennifer Lynn.

The council, set up last year by the Canadian Advertising Foundation, plans to offer advertisers up-to-date information so "they know when they go to produce an ad that includes a visible minority, that they've done the best thing possible, in terms of making sure that they don't intentionally offend anyone," says Lynn.

Since advertising is always somewhat subjective, there are never guarantees, but having appropriate data on hand and access to knowledgeable sources "can help them put aside any fears that they may have of doing it incorrectly," she says.

Producing hard, usable data is the first priority for the RRACA.

As with all data generated by the advertising industry, its …

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Publication information: Article title: Coloring in Today's Advertising Mosaic: The CAF's New Race Relations Advisory Council Offers Help to Marketers. Contributors: Bentley, Marjorie - Author. Magazine title: Marketing. Publication date: December 16, 1991. Page number: 15. © 2003 Haymarket Business Publications Ltd. COPYRIGHT 1991 Gale Group.

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