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Public Safety Canada: Extreme Weather Watch
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Extreme weather doesn't just happen on TV. It can happen outside your door. That's what a compelling new public awareness campaign commissioned by Public Safety Canada wants Canadians to understand. The threat and impact of extreme weather are real, no matter where you live. Driven in part by climate change, extreme weather events are intensifying in both frequency and severity in Canada. In fact, one in three Canadian adults have experienced a major weather-related emergency or disaster.
Agency: Banfield Agency These extreme weather events pose significant risks to people and property, ecosystems and the economy, yet many Canadians don’t know the risks in their own area or how to prepare for weather-related disasters or emergencies if and when they do strike. The awareness campaign aims to help change that. Created by Banfield and directed by Kevin Foley with production led by Scouts Honour, the campaign’s centerpiece spot – titled “Extreme Weather Watch” – shows a multi-generational family in their living room. On TV, we see them flipping through one extreme weather event after another. The family looks shocked as the number of different events happening across the country adds up. As we pull back from the TV, we see that the final extreme weather event – a severe storm that includes heavy winds, rain and lightning – is not just happening on TV, but also right outside their window. In the video spot, the family has made a plan and they quickly put it into action. A simple question is posed to the audience: “Are you ready?”
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