The Canadian Ethnic Media Association sends an Open Letter to Prime Minister Trudeau regarding coverage of the Covid 19 Pandemic

Below, in an Open Letter to Prime Minister Trudeau, the Canadian Ethnic Media Association calls on the federal government to reach out directly to all ethnic media to convey messaging to the country's diverse ethnocultural communities regarding the Coronavirus Covid 19 Pandemic.

TORONTO, April 9, 2020 /CNW/ - In an open letter addressed to Prime Minister Justin Trudeau, the Canadian Ethnic Media Association calls on the country's Federal and Provincial Governments to reach out directly to all ethnic media, as the most effective means to inform Canada's diverse communities about the Coronavirus Covid 19 Pandemic.

As the virus sweeps rampantly across Canada, and indeed the whole world, CEMA Chair, Madeline Ziniak, urges all levels of government to recognize the importance of communicating with new, and older, more vulnerable Canadians in their primary languages of comfort.

Ms. Ziniak, speaking in a video presentation on behalf of the Canadian Ethnic Media Association, expresses concern that information has not been received directly from any level of government.  "We realize this is a very busy time, but it is necessary for governments to harness ethnic media to address this crisis, and to serve as a conduit to ethno-specific communities", says Ms. Ziniak.

The video, released today, is entitled, Stand Up For Canada. To view the video, click here: https://www.dropbox.com/s/eatxq9xot02pq92/cema%20master%20package%20covid.mp4?dl=0, or visit the News Page on the CEMA website:  www.canadianethnicmedia.com.

In the video, Ms. Ziniak, in conversation with Dora Konomi of Itoc Media (Agape Greek Radio) describes the fear and confusion, especially among older, more vulnerable Canadians, over the rapid acceleration of the disease, and the measures that must be taken to mitigate its effects. Important concepts such as physical or social distancing, staying at home, and practicing good hand hygiene are best conveyed directly in primary languages of comfort. Navigating the intricate labyrinth of applying for financial assistance can be made less daunting if explained in the mother tongues of the ethno-cultural communities.

Canada's ethnic communities rely on their language-specific media to keep them informed of developments here and abroad. "Ethnic media is a source of message distribution which provides information to approximately 250 ethnic groups and communities in Canada", explains Ms. Ziniak. They have quick access to hundreds, if not tens of thousands of community members whose first language is neither English or French."

While many ethnic journalists have tried to keep abreast of the world situation by turning to mainstream media and translating important updates and details, they can better serve their communities if such critical information is sent directly to them. With their insight into the sensibilities of the cultures they represent, they can build broader awareness among their community members, and generate informed inquiries and responses to government programs.

Ms. Ziniak emphasizes the important role ethnic media continues to play in reaching Canada's diverse demographics, and states the "Canadian Ethnic Media Association is ready and willing to do its part to assist the flow of information to those who need it. The time is now."

OPEN LETTER TO PRIME MINISTER JUSTIN TRUDEAU

CANADIAN ETHNIC MEDIA ASSOCIATION
www.canadianethnicmedia.com

OPEN LETTER TO PRIME MINISTER JUSTIN TRUDEAU

The Right Honourable Justin Trudeau, P.C., M.P.
Prime Minister
Office of the Prime Minister
80 Wellington Street
Ottawa, ON K1A 0A2
April 7, 2020

Dear Prime Minister Trudeau,

On Friday, April 3, 2020, the Premier of Ontario Doug Ford provided sobering projections on theCOVID-19 pandemic situation. He repeated the message to stay home, because "lives are on the line". You have re-iterated the same message asking everyone to continue to do their part by staying home to help flatten the curve.

How is this important message being shared and transmitted? The majority of Canadians are hearing about this regularly through national news sources on television, in print media and through the numerous public awareness announcements by the Public Health Agency of Canada. But not all Canadians and residents of Canada follow this media. What about members of ethnic communities whose first language is neither English nor French? How are they being reached?

Ethnic media is a source of message distribution which provides information to approximately 250 ethnic groups and communities in Canada. Most have their own news sources, in multiple forms – which inform their audience of local happenings and entertainment as well as important events. They have quick access to hundreds, if not tens of thousands of community members. And yet, in this incredibly trying historic time, where everyone must help and is asked to be part of the solution to this pandemic problem, they have been overlooked as a valuable resource. This resource is quickly disappearing because of the shutdowns due to the Coronavirus. Many are facing the need to close their doors due to the drying up of advertising revenue they had. And if they are at all functioning, it is largely because of a skeleton staff supported by volunteers and family. How then will they be able to distribute the message that the Prime Minister, Premier of Ontario, and the Public Health Agency of Canada and other leaders are asking of them?

Earlier in the week, you announced federal measures to cushion the impact of the COVID-19 virus on the economy and on peoples' lives. It included a $30-million awareness advertising campaign. This funding is targeted for newspapers, broadcasters and media organizations. Was ethnic media included in this? They don't feel they were. Ethnic media is certainly entitled to a share of this and should be so informed. Not only will the funds help in distribution of important key messages, but it will provide some support and a life-line to these small community based media outlets.

We trust that Heritage Minister Steven Guilbeaut included ethnic media in his definition of diversity when he announced the campaign to raise awareness about COVID-19 "so that Canadians can continue to access diverse and reliable sources of news." The Canadian Ethnic Media Association is prepared and willing to help reach ethnic media organizations and enable them to be part of the solution.

Sincerely,

Madeline Ziniak, C.M., O.Ont.
Chair
Canadian Ethnic Media Association

cc
Premier of Ontario, Doug Ford
The Honourable Andrew Scheer. P.C., M.P., Leader of the Official Opposition
Mr. Jagmeet Singh, Leader of the New Democratic Party
The Honourable Bill Morneau, P.C., M.P.
The Honourable Steven Guilbeault, P.C, M.P.
The Honourable Patty Hajdu, P.C., M.P.

SOURCE Canadian Ethnic Media Association

Averill Maroun, Board Member, Canadian Ethnic Media Association, [email protected], 905 881-3955