The Canadian Association of Broadcasters has announced a multi-million dollar anti-violence campaign, ‘Speak out Against Violence,’ in conjunction with the Ministry of Canadian Heritage. This latest push follows on the heels of cab’s voluntary violence code, in place since January, and is the third installment of the association’s On Air for Canada program, which has tackled anti-racism and Canadiana incentives in the past.

The campaign’s response to the spread of violence is three-tiered: six radio and four television public service announcements will be produced annually for three years and aired across the country; a broadcasters’ handbook will be issued to spread the word of successful anti-violence initiatives; and a public awareness component will target how individuals can participate in the fight against violence.

The association plans to spend $30 million over the next three years getting the radio and tv spots to air.

In response to concerns that anti-violence incentives encourage censorship, cab president Michael McCabe, says: ‘Freedom of speech is one value. There are other values – such as protection of children – and we have to balance those values. In our case, because broadcasters are doing this voluntarily and the judgment is not being made by bureaucrats – it’s being made by program directors – I think we are protected against censorship.’

The campaign is sponsored by six federal government departments, the Canadian Association of Broadcast Representatives, the CTV Television Network, Broadcast News, chmb Radio Vancouver, cfmt-tv Toronto, and Cossette Communication-Marketing