EDMONTON, AB – You may have noticed some interesting new ads running on TV, courtesy of the Alberta government.

The province has launched a new marketing campaign in an effort to help bend the COVID-19 curve.

The 30 second ads show a man wearing a large, menacing COVID-19 viral structure head who takes part in Christmas family gathering as well as a party.

Chief Medical Officer of Health, Dr. Deena Hinshaw says the goal is to use humour to reach Albertans who may have tuned out the more serious, fact based messaging.

“We are continuing the serious and fact-based campaigns. Those have not stopped. But we felt it was important to add an additional tool to communicate more effectively to groups that may not have been taking our messages seriously and to use humour to make them take that message more seriously,” said Hinshaw.

Hinshaw says health officials are using every communication tool they have to help stop the spread of COVID-19.