OTTAWA — The Canadian government is facing criticism as it attempts to promote its firearms buyback program. This initiative aims to encourage gun owners to participate in a compensation program for firearms banned since 2020. Earlier this year, Public Safety Canada engaged a consulting firm to conduct focus groups and surveys to develop a nationwide advertising campaign. The goal is to raise awareness and persuade gun owners to take part in the program, which Prime Minister Mark Carney has described as “voluntary.”

Gun owners have approximately one year to decide how to dispose of over 2,500 makes and models of firearms affected by the ban. However, feedback on the proposed advertisements has been mixed. A report from Environics Research revealed that many focus group participants felt the ads resembled marketing for a dating app or a health campaign rather than addressing the serious issue of gun violence.

Concerns were also raised about visuals used in the campaign, particularly images of green landscapes. Some participants argued that these visuals perpetuate stereotypes that link gun violence to rural gun owners who rely on hunting rifles.

A spokesperson for Public Safety Canada confirmed that the advertising campaign has not yet launched. Tim Warmington stated, “Advertising is being planned to help raise awareness among firearm owners when the program is opened to all eligible owners later in the fall.”

The report indicated that around 2,000 Canadians were surveyed online, including 600 gun owners. Additionally, 11 focus groups were conducted with 80 participants, some of whom were gun owners. The focus groups reviewed a potential radio ad that outlined the government's strategies for combating gun violence, including stricter gun control measures and community funding initiatives.

While the general public showed some support for the ad, only about half recognized the buyback program. In contrast, gun owners were aware of the program but felt the messaging was not directed at them. One participant noted, “There was an underlying feeling that the ad was aimed entirely at the non-firearm owning general public and not at firearm owners.”

Gun owners were presented with three advertising concepts for posters and social media. Only one option featured an image of a gun, accompanied by the text, “confirm your firearm or device is eligible.” This option included various unrelated images, which gun owners found confusing and trivializing.

Another concept, which displayed a collage of human faces, left gun owners uncertain about the intended message. However, some members of the general public found it emotionally impactful, recalling the 1989 Ecole Polytechnique shooting.

The final concept, showcasing both rural and urban landscapes, received significant backlash from gun owners. They expressed concerns that it stigmatized law-abiding gun owners, particularly farmers and hunters, rather than addressing urban gun violence.

As the government prepares to launch the campaign, it faces the challenge of effectively communicating its message to both gun owners and the general public.