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Toronto Association of Business Improvement Areas (TABIA): Buy Toronto Time
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Toronto has had some of the strictest and longest-running lockdowns in North America, greatly affecting its many small businesses. Gyms have been closed, and indoor dining in restaurants banned since October 9th. Non-essential retail stores have been restricted to curbside pickup only, while hairdressers and barbers have been shut down since November 23rd. Now, a new campaign is providing a powerful reminder that shopping local could literally mean the difference between life and death for many independent businesses, some of which are on the brink of closing forever. Created by Toronto agency Berners Bowie Lee for the Toronto Association of Business Improvement Areas (TABIA), 'Buy Toronto Time' is the shop’s largest integrated campaign since launching in September 2020. The campaign evokes a sense of potential loss to urge people across the city to take action. It features a significant OOH component, which targets people in their neighbourhood by featuring businesses in their neighbourhood, as well as TV, radio and social, all drawing attention to the business that make each Toronto neighbourhood unique. The TV advertising unleashes the passion Torontonians have for their local neighbourhoods and features just a fraction of the countless businesses across the city that are now clinging to life because of the pandemic and in desperate need of support. The voiceover is by Clifford Paul, whose barbershop has been closed for over six months due to lockdown restrictions. More than 400 businesses across the greater Toronto area are currently displaying 'Buy Toronto Time' posters resembling tombstones. Each poster includes the business name and opening date, but the second date remains blank— indicating that their future is undetermined. There are also over 100 billboards across the city, an Instagram account (@buytorontotime) sharing moving stories of the participating businesses.
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