COPA is Ontario's provincial Francophone assault prevention centre specializing in child and youth issues. Both COPA and the White Ribbon Campaign are based in Toronto, but following a competitive RFP, they selected Ottawa-based Delta Media.
Éric Stephenson, COPA's project coordinator, said it was important that they hire a firm with social marketing expertise, but also one with “sensitivity to Franco-Ontarian concerns.”
Delta Media will use social media to help men coach and encourage boys (between the ages of eight to 14) to value and treat women as equals.
“We aren't just reaching out to fathers, but men of any age who have boys of that age group in their lives,” said Sheena Pennie, Delta Media president. To reach men and encourage them to become mentors, “we want to find out do they use social media—how, and how often? Are they lurkers who just watch and read the various blogs, or do they actively participate in online social marketing communities?”
Delta Media has started work on a strategy outlining campaign goals and objectives, with a projected campaign launch date of spring 2009.