Canadian Covid campaign goes ‘full horror movie’ to warn millennials of dangers of socialising this Christmas

The new campaign aims to target millennial viewers

A series of Covid-19 awareness-raising campaign videos have been praised after warning about the risks of house parties and family gatherings this Christmas.

The two short films show a man with a giant, spiky head and unsettling expression who is meant to resemble the Covid-19 virus, being welcomed into people’s homes as they celebrate Christmas with friends and family.

Launched by Canada’s Alberta government, the campaign also provides information about the current health guidelines and myths surrounding the virus.

The virus is presented as a sentient being who is introduced on the campaign website as a social person who likes getting about.

“I love life! Going to all the places, doing all the things and spreading the fun to everyone. Bring me to your next get-together, I’d love to meet your friends and family,” it reads.

“They don’t call me the ultimate plus one for nothing. I’m on every guest list. Nobody puts me in a corner,” it continues.

In a recent press conference, Alberta’s Chief Medical Officer of Health Dr. Deena Hinshaw said the campaign aimed to incorporate humour and attract the attention of viewers in the 29-39 age bracket.

“We know that Albertans in that age group are at the lowest personal risk of potentially having severe outcomes; however, they also unfortunately can spread the virus to others and be a part of that onward rising of the curve, and so we wanted to find an option that could effectively reach them,” she said.

Aside from a number of criticisms that the campaign is “fearmongering”, it has roundly been praised for its novel approach. 

Associate professor and microbiologist at the University of Calgary, Joe J. Harrison commented: “As the culture of Covid-19 denialism increases (oddly common here in Alberta too), it is refreshing to see a humorous video like this one for a public health campaign! Love it (and about time too).”

Another wrote: “Really excellent new ad from #Alberta @GoAHealth to stay safe during the holidays by celebrating with only those you live with. This Christmas will be challenging for so many but socially distancing is more important now than ever #COVID19AB #COVID19".

Some users remarked on the fear aspect of the campaign, writing: “Alberta has gone full ‘Christmas horror movie’ for their COVID-19 awareness campaign and I am living for it.”

Another wrote: “my therapist: the new alberta #COVID19 campaign’s covid man can hurt you,” before sharing a picture of the disturbing figure.