News Release
November 14, 2020

This week, the City of Toronto launched a new city-wide public education campaign to urge residents to continue to be vigilant to help stop the spread of COVID-19.

The “Practice Safe 6ix” campaign is targeted at Torontonians between the ages of 18 and 40 who are experiencing COVID-19 fatigue and who may have lost the sense of pandemic urgency. To slow the resurgence of COVID-19, the City is encouraging Torontonians, including this demographic, to act differently.

The ads feature diverse young people wearing T-shirts as “walking billboards” to express their feelings and opinions about COVID-19. The sentiments are humorous, cynical, sarcastic, clever and heartfelt. The City assures people that they are being heard and that we will all get through this together by doubling down on safe actions.

Using digitally-created T-shirts as a communication vehicle allows the City to impart important information without finger-wagging or lecturing. The campaign includes a reminder to wear a mask, watch your distance, wash your hands and “Practice Safe 6ix.”

The campaign runs until the end of December and is featured on social media platforms, transit shelters, Spotify and traditional radio. Selected spots will also be translated into numerous languages.

View a sample of elements from the campaign.


“COVID-19 fatigue and the lost sense of urgency among some residents is a real threat to stopping the spread of this virus. We know it is not easy but if we are all vigilant in following public health advice, we can all get through this together. This campaign helps communicate that message.”

– Mayor John Tory

“I know we’re all tired and want to be through with COVID-19, but this virus isn’t through with us. Right now, the trend in COVID cases in our city is going in the wrong direction, and it’s up to each and every one of us to do our part to keep ourselves and each other safe. By staying home and keeping your distance from anyone that you don’t live with, you can help us get one step closer to the day when we can get back out and enjoy everything Toronto has to offer again.”

– Councillor Joe Cressy (Spadina-Fort York), Chair of the Toronto Board of Health

Toronto is home to more than 2.9 million people whose diversity and experiences make this great city Canada’s leading economic engine and one of the world’s most diverse and livable cities. As the fourth largest city in North America, Toronto is a global leader in technology, finance, film, music, culture and innovation, and consistently places at the top of international rankings due to investments championed by its government, residents and businesses. For more information visit the City’s website or follow us on Twitter, Instagram or Facebook.

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Media contact: Media Relations,