adplus-dvertising
Connect with us

News

Liberal government turning to influencers to appeal to Canadian youth

Published

 on

Dennis Mathu and Stephanie Gordon first started posting financial-advice videos on YouTube three years ago — a side hustle that helped to scratch a creative itch.

They never imagined it would lead them down some of the most powerful political corridors in Canada.

Mathu and Gordon — Steph & Den, as they’re known online — were among several content creators invited to Tuesday’s federal budget lockup, where they got early access to Ottawa’s new spending blueprint.

It’s an invitation typically reserved for experts, stakeholders and mainstream media. But the federal Liberals are embracing influencers as they seek to win back disillusioned millennials, gen-Z voters and others who consume information through social media.

“They are seeing we are building this audience and they want to tap into that,” said Gordon, 27.

Steph & Den has a target audience of 18- to 34-year-olds and 750,000 followers across multiple platforms. That includes TikTok, a popular video app that has been banned on federal government devices under Prime Minister Justin Trudeau over privacy and cybersecurity concerns.

“They realize that a lot of young people do not watch the news anymore. They don’t consume traditional media,” said Reni Odetoyinbo, 27, who was invited to attend the last two federal budgets by the finance minister’s office.

“Especially for people my age. This is their main source of news.”

Neither the office of Finance Minister Chrystia Freeland nor the Prime Minister’s Office were willing to answer questions about the strategy.

But they did say that influencers are not paid when invited to government events, which included housing announcements in Toronto in the weeks before the budget.

It’s about connecting with Canadians where they are, said Mohammad Hussain, a spokesman for Prime Minister Justin Trudeau.

“Canadians are consuming digital content more and more,” Hussain said in a statement. “As the media landscape grows, so does our approach to how we communicate.”

When the budget landed Tuesday, Danica Nelson, 33, documented the day on her Instagram account. She has 24,000 collective followers with a core audience between the ages of 25 to 45.

Nelson and the six other financial content creators reviewed the budget before it was tabled in the House of Commons.

They also met with several ministers, including Housing Minister Sean Fraser, Youth Minister Marci Ien and Freeland, where they were able to ask questions.

More on Canada

“What I appreciated about this convo is that they really wanted to ensure we (as millennials and generation Z) saw ourselves in it, and if we didn’t they wanted to dig deeper,” Nelson posted on Instagram alongside behind-the-scenes videos and photos.

It was more political access than the mainstream media received that day.

As they spend the coming days going through the budget, the creators will develop content around it, focusing on topics of interest and answering questions from followers.

“It’s so easy in the online world to see headlines and high-level information but not actually know how it applies to you,” Gordon said.

“It almost creates some angst in people, because they’re like, ‘What is the actual information I need to know?’ That’s the piece that needs to be communicated more clearly to people.”

The Canadian government isn’t alone. For years the White House has been briefing influencers on topics such as the Russian invasion of Ukraine, and has invited them to events like the state of the union address.

And when U.S. President Joe Biden visited Ottawa last year, YouTube helped connect First Lady Jill Biden and Sophie Grégoire Trudeau with The Sorry Girls for a sit-down interview about design. The resulting interview was uploaded to The Sorry Girls’ YouTube page, which has more than 2.2 million followers.

It’s common for the tech company to facilitate introductions between governments and content creators, YouTube said. Last year’s federal budget is an example of that, when Freeland’s office asked the company to connect them to Canadian content creators who focus on money.

That’s how Odetoyinbo got invited to last year’s budget, where she ultimately made about six videos breaking down the document to her 150,000 collective social media followers.

“I think it’s a really good effort on the government’s part to reach people in a language they understand,” she said.

And despite their followers admitting they don’t read or watch traditional news, the content creators say they still have a thirst for what’s happening — as long as it’s delivered via social media.

“Traditionally this is one of the things where people tend to tread lightly,” said Mathu, 28. “But I think it’s one of those things that are going to become more of a norm.”

 

728x90x4

Source link

Continue Reading

News

What to stream this weekend: ‘Civil War,’ Snow Patrol, ‘How to Die Alone,’ ‘Tulsa King’ and ‘Uglies’

Published

 on

Hallmark launching a streaming service with two new original series, and Bill Skarsgård out for revenge in “Boy Kills World” are some of the new television, films, music and games headed to a device near you.

Also among the streaming offerings worth your time as selected by The Associated Press’ entertainment journalists: Alex Garland’s “Civil War” starring Kirsten Dunst, Natasha Rothwell’s heartfelt comedy for Hulu called “How to Die Alone” and Sylvester Stallone’s second season of “Tulsa King” debuts.

NEW MOVIES TO STREAM SEPT. 9-15

Alex Garland’s “Civil War” is finally making its debut on MAX on Friday. The film stars Kirsten Dunst as a veteran photojournalist covering a violent war that’s divided America; She reluctantly allows an aspiring photographer, played by Cailee Spaeny, to tag along as she, an editor (Stephen McKinley Henderson) and a reporter (Wagner Moura) make the dangerous journey to Washington, D.C., to interview the president (Nick Offerman), a blustery, rising despot who has given himself a third term, taken to attacking his citizens and shut himself off from the press. In my review, I called it a bellowing and haunting experience; Smart and thought-provoking with great performances. It’s well worth a watch.

— Joey King stars in Netflix’s adaptation of Scott Westerfeld’s “Uglies,” about a future society in which everyone is required to have beautifying cosmetic surgery at age 16. Streaming on Friday, McG directed the film, in which King’s character inadvertently finds herself in the midst of an uprising against the status quo. “Outer Banks” star Chase Stokes plays King’s best friend.

— Bill Skarsgård is out for revenge against the woman (Famke Janssen) who killed his family in “Boy Kills World,” coming to Hulu on Friday. Moritz Mohr directed the ultra-violent film, of which Variety critic Owen Gleiberman wrote: “It’s a depraved vision, yet I got caught up in its kick-ass revenge-horror pizzazz, its disreputable commitment to what it was doing.”

AP Film Writer Lindsey Bahr

NEW MUSIC TO STREAM SEPT. 9-15

— The year was 2006. Snow Patrol, the Northern Irish-Scottish alternative rock band, released an album, “Eyes Open,” producing the biggest hit of their career: “Chasing Cars.” A lot has happened in the time since — three, soon to be four quality full-length albums, to be exact. On Friday, the band will release “The Forest Is the Path,” their first new album in seven years. Anthemic pop-rock is the name of the game across songs of love and loss, like “All,”“The Beginning” and “This Is the Sound Of Your Voice.”

— For fans of raucous guitar music, Jordan Peele’s 2022 sci-fi thriller, “NOPE,” provided a surprising, if tiny, thrill. One of the leads, Emerald “Em” Haywood portrayed by Keke Palmer, rocks a Jesus Lizard shirt. (Also featured through the film: Rage Against the Machine, Wipers, Mr Bungle, Butthole Surfers and Earth band shirts.) The Austin noise rock band are a less than obvious pick, having been signed to the legendary Touch and Go Records and having stopped releasing new albums in 1998. That changes on Friday the 13th, when “Rack” arrives. And for those curious: The Jesus Lizard’s intensity never went away.

AP Music Writer Maria Sherman

NEW SHOWS TO STREAM SEPT. 9-15

— Hallmark launched a streaming service called Hallmark+ on Tuesday with two new original series, the scripted drama “The Chicken Sisters” and unscripted series “Celebrations with Lacey Chabert.” If you’re a Hallmark holiday movies fan, you know Chabert. She’s starred in more than 30 of their films and many are holiday themed. Off camera, Chabert has a passion for throwing parties and entertaining. In “Celebrations,” deserving people are surprised with a bash in their honor — planned with Chabert’s help. “The Chicken Sisters” stars Schuyler Fisk, Wendie Malick and Lea Thompson in a show about employees at rival chicken restaurants in a small town. The eight-episode series is based on a novel of the same name.

Natasha Rothwell of “Insecure” and “The White Lotus” fame created and stars in a new heartfelt comedy for Hulu called “How to Die Alone.” She plays Mel, a broke, go-along-to-get-along, single, airport employee who, after a near-death experience, makes the conscious decision to take risks and pursue her dreams. Rothwell has been working on the series for the past eight years and described it to The AP as “the most vulnerable piece of art I’ve ever put into the world.” Like Mel, Rothwell had to learn to bet on herself to make the show she wanted to make. “In the Venn diagram of me and Mel, there’s significant overlap,” said Rothwell. It premieres Friday on Hulu.

— Shailene Woodley, DeWanda Wise and Betty Gilpin star in a new drama for Starz called “Three Women,” about entrepreneur Sloane, homemaker Lina and student Maggie who are each stepping into their power and making life-changing decisions. They’re interviewed by a writer named Gia (Woodley.) The series is based on a 2019 best-selling book of the same name by Lisa Taddeo. “Three Women” premieres Friday on Starz.

— Sylvester Stallone’s second season of “Tulsa King” debuts Sunday on Paramount+. Stallone plays Dwight Manfredi, a mafia boss who was recently released from prison after serving 25 years. He’s sent to Tulsa to set up a new crime syndicate. The series is created by Taylor Sheridan of “Yellowstone” fame.

Alicia Rancilio

NEW VIDEO GAMES TO PLAY

— One thing about the title of Focus Entertainment’s Warhammer 40,000: Space Marine 2 — you know exactly what you’re in for. You are Demetrian Titus, a genetically enhanced brute sent into battle against the Tyranids, an insectoid species with an insatiable craving for human flesh. You have a rocket-powered suit of armor and an arsenal of ridiculous weapons like the “Chainsword,” the “Thunderhammer” and the “Melta Rifle,” so what could go wrong? Besides the squishy single-player mode, there are cooperative missions and six-vs.-six free-for-alls. You can suit up now on PlayStation 5, Xbox X/S or PC.

— Likewise, Wild Bastards isn’t exactly the kind of title that’s going to attract fans of, say, Animal Crossing. It’s another sci-fi shooter, but the protagonists are a gang of 13 varmints — aliens and androids included — who are on the run from the law. Each outlaw has a distinctive set of weapons and special powers: Sarge, for example, is a robot with horse genes, while Billy the Squid is … well, you get the idea. Australian studio Blue Manchu developed the 2019 cult hit Void Bastards, and this Wild-West-in-space spinoff has the same snarky humor and vibrant, neon-drenched cartoon look. Saddle up on PlayStation 5, Xbox X/S, Nintendo Switch or PC.

Lou Kesten



Source link

Continue Reading

News

Irish company planning to produce jet fuel in Goldboro, N.S., at former LNG site

Published

 on

HALIFAX – An energy firm based in Ireland says it is planning to produce aviation fuel using about 700,000 tonnes of wood biomass annually.

Simply Blue Group announced today that construction would begin in 2026 with the bio fuel project expected to be operating by 2029 in Goldboro, N.S., about 165 kilometres northeast of Halifax.

The company says it has secured about 305 hectares of land for development, including 108 hectares previously owned by Pieridae — which had planned to build an LNG plant at the site — and 198 hectares owned by the Municipality of the District of Guysborough.

Based in Cork, Ireland, the company says its aviation fuel performs like conventional jet fuel but reduces greenhouse gases by “approximately 90 per cent.”

Simply Blue says that every year the project will source about 700,000 tonnes of biomass from Wagner Forest NS Ltd. to produce 150,000 tonnes of the fuel.

Tory Rushton, the province’s natural resources minister, issued a statement saying the plant could represent a new market for the province’s forestry sector.

This report by The Canadian Press was first published Sept. 13, 2024.

The Canadian Press. All rights reserved.



Source link

Continue Reading

News

New Brunswick RCMP dispute death of Indigenous man was wellness check gone wrong

Published

 on

FREDERICTON – New Brunswick RCMP are disputing claims that the recent shooting death of an Indigenous man in mental distress happened during a police wellness check.

Assistant commissioner DeAnna Hill, commander of the New Brunswick RCMP, says that information is inaccurate.

On Monday, the RCMP said two officers responded to a report of an armed man in mental distress at a home in the Elsipogtog First Nation, where one Mountie shot the man after the other failed to subdue him with a stun gun.

Erin Nauss, director of the Serious Incident Response Team, says she understands the initial interaction on Sunday was not what the RCMP would call a wellness check, but she says the police oversight agency will conduct an investigation to “determine all of the facts.”

Meanwhile, a statement from an Indigenous group that works with the RCMP said they weren’t told about the deadly incident until it was too late, and the group described the Mounties’ initial role at the scene as a wellness check.

As well, New Brunswick Liberal Leader Susan Holt has described what happened as a wellness check gone wrong.

This report by The Canadian Press was first published Sept. 13, 2024.

The Canadian Press. All rights reserved.



Source link

Continue Reading

Trending