_FEDECP's campaign, which is running until February, is organized by Zoom Media - described on its website as "Canada's leading targeted lifestyle media." According to their website, Zoom Media "offers advertisers innovative out-of-home media solutions and reaches distinct target audiences in specific environments." Thus far it has provided services for organizations such as New Balance, Pfizer Canada, and the Dairy Farmers of Ontario, targeting niche groups as vaguely defined as "Generation X" and "Tween & Teens."
Now at first glance this campaign seems destined for spectacular failure. Sensitive, Emo-listening, ironic urban hipsters would seem to be the antithesis of the typical hunting demographic, but think about it; what could possibly be more anti-establishment (at least among the college and young urban professional set) than to skip slam poetry open-mic night down at the coffeehouse because you have to get up early the next morning to go kill your own food? In the doctrinaire world of Young Urbania, that's not just anti-establishment, that's downright subversive.