News release details

Two new video spots aimed at building national awareness of the Canadian Museum for Human Rights (CMHR) will begin airing across Canada this week, building on two earlier messages already screened more than 8,300 times on national and regional television since early June.

The new 30‐second promotional videos feature sweeping visuals of Canada's new national museum and promote the CMHR as a stunning tourist destination and global hub of human rights education.

Museum officials anticipate the new videos will again receive significant airtime support from broadcasters across the country. The first two promos have been airing an average of 950 times per week. The spots are being run at no cost as public service announcements, given the Museum's non‐profit status.

"The Museum extends its appreciation to Canada's broadcasters for their commitment in bringing news of the opening of the Canadian Museum for Human Rights to citizens across the country," said CMHR President and CEO Stuart Murray. "Broadcasters' enthusiastic embrace of our video campaign is helping build awareness of Canada's new national Museum from coast to coast to coast."

All four video spots were produced by Winnipeg‐based Lank/Beach Productions, which was selected following a national request for submissions over the winter. The videos' animation and special effects, background music and voiceovers all feature the work of Winnipeg talent.

The new videos released today can be viewed online (video1 and video2). Media wishing to use the videos as part of their newscasts can download uncompressed versions.

All four spots are available in both English and French. Closed‐caption and described‐audio versions will also be available on the Museum's website.

Opening in September 2014, the Canadian Museum for Human Rights is the first museum in the world solely dedicated to the evolution, celebration and future of human rights. Using multimedia technology and other innovative approaches, the CMHR will create inspiring encounters with human rights for all ages, in a visitor experience unlike any other.

Two full days of free activities and events for citizens of all ages will mark the Museum's official opening, including:

• The Canadian Concert for Human Rights, taking place on the evening of Saturday, September 20 on an outdoor stage at The Forks in Winnipeg, Manitoba;
• More than 25 daytime performances and activities at multiple outdoor locations around The Forks from morning until late afternoon on Saturday, September 20 and Sunday, September 21;
• Special free public "preview tours" through select Museum galleries from morning until late afternoon on the Saturday and Sunday.

A full weekend schedule of events and details on reserving tickets for the free preview tours will be announced in late August.