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'Stick It To COVID' campaign launched by Saskatchewan government

Everyone from a former Roughrider to an ICU physician have been called upon to urge Saskatchewan people to get one of the COVID-19 vaccines, including a home care aide in Weyburn.
COVID vaccinations

Everyone from a former Roughrider to an ICU physician have been called upon to urge Saskatchewan people to get one of the COVID-19 vaccines, including a home care aide in Weyburn.

The Government of Saskatchewan launched a province-wide, multi-media campaign on March 29 to encourage Saskatchewan residents to “stick it to COVID” by getting vaccinated.

“Today, we are asking people to help us get back to normal by rolling up their sleeves to stick it to COVID,” Premier Scott Moe said in a release. “Saskatchewan's vaccination efforts have been the most effective in the nation because Saskatchewan people know that the best thing we can do to protect ourselves, others, and to get back to doing the things we love is by getting vaccinated.”

The “Stick It To COVID” campaign features real Saskatchewan people sharing their stories of why they are getting vaccinated and will roll out as part of a multi-faceted media plan to encourage Saskatchewan residents to get vaccinated.

The advertisements feature the following Saskatchewan people: 

  • George Reed - Rider Legend - Regina
  • Moni - Neonatal Nurse Practitioner - Regina
  • Leah Sawatsky - Emergency Room Nurse - Regina 
  • Emily - Elder - Lac La Ronge Indian Band
  • Dr. Hassan Masri - ICU Physician - Saskatoon 
  • Richard - Retired - Saskatoon
  • Jenni - Teacher - Moose Jaw
  • Brad - Rec hockey player - Yorkton
  • Arlene - Home Care Aide - Weyburn
  • Darcy - Small Business Owner - Regina
  • Kyla - mother of immunocompromised child - Swift Current

The main 60-second advertisement is narrated by Regina emergency room Nurse Leah Sawatsky, who has worked on the front lines throughout the pandemic and was one of the first people in the province to receive the COVID-19 vaccine. Launching on March 29, the ad thanks the people of the province for all of their efforts during the pandemic and calls on Saskatchewan people to roll up their sleeves for the COVID-19 vaccine when it is their turn.

“I think it's a powerful ad with a powerful message,” Moe said. “It reminds us of all the things we have missed doing this past year but more importantly, all the things we can look forward to doing again once enough Saskatchewan people are vaccinated.”

Part two of the campaign will feature seven 30-second advertisements featuring “11 real Saskatchewan people,” according to the release. The seven supporting advertisements will launch in the days and weeks following the initial launch, and will provide a personal insight into what the COVID-19 vaccine represents to each of them.

“These messages from Saskatchewan people are a reminder that when we get vaccinated, we aren't just doing it for ourselves,” Moe said. “We are doing it to protect those around us, which is what we do in this province. We look after one another.”

It’s a message Moe has repeated numerous times in recent months during the regular COVID-19 press conferences.

The campaign will be widespread. The multi-media campaign will feature TV ads, radio, social media (YouTube, Facebook, Instagram, Spotify), billboards, washroom posters, newspaper ads and cinema ads. The campaign will run province-wide and include content broadcast by radio in Cree and Dene in northern Saskatchewan.

“We all have a reason to get immunized, and I encourage everyone to watch the videos and reflect on who they will be keeping safe by getting the vaccine,” Health Minister Paul Merriman said. “Thank you to all those that participated in the campaign by sharing their inspiring stories.”