Province spent more promoting cost-savings than advertising vaccines, documents show

A billboard in Winnipeg, from the provincial government, advertises a proposed Manitoba Hydro rate freeze on Jan. 21, 2025. (Jamie Dowsett/CTV News Winnipeg)

The Manitoba government has spent or budgeted more than $340,000 for advertising campaigns promoting its fuel tax and electricity savings -- more than it spent last year on ads to persuade people to get vaccinated against the flu and COVID-19, suggest government documents.

And with flu numbers continuing to rise this winter, and vaccination rates trending lower, there are calls for more spending on a vaccination campaign.

“I don’t think that we are doing enough advertisement and sort of urging individuals to go for their flu shot, to get their COVID boosters,” said Darlene Jackson, president of the Manitoba Nurses Union.

The province spent a little more than $163,000 last year on advertising related to the yearlong suspension of the provincial fuel tax that ended in December, says a government response to a freedom of information request from The Canadian Press. The campaign included billboards and social media ads.

The government set aside just over $180,000 for more recent ad campaigns to tout the reinstatement of the fuel tax at a lower rate -- 12.5 cents a litre compared to 14.5 cents a litre -- and a planned yearlong freeze on hydroelectric rates that has yet to be approved by the province’s energy regulator, says another document.

When it came to advertising campaigns last year to promote flu and COVID-19 shots, the government spent just over $261,000.

The government declined an interview request. In a statement, it said that in addition to the ad campaigns, the vaccine push included $50,000 for posters in health-care settings and other promotional material.

“We are committed to investing in public health ad campaigns that promote the health and well-being of Manitobans,” Amy Tuckett-McGimpsey, director of cabinet communications, wrote in an email.

The government has planned an additional $60,000 for this year to promote vaccination and in total is spending a similar amount to what previous governments did, she added.

A political analyst said it’s not uncommon for governments to run ads to promote themselves and tell people that certain promises have been fulfilled, but it can be problematic.

“Advertising regarding universal, automatic spending programs fall into the problematic category. There are pros and cons,” said Paul Thomas, professor emeritus of political studies at the University of Manitoba.

“The ads inform citizens that the government recognizes the financial stresses they are experiencing and how public money is being used -- directly and indirectly -- to address the affordability crisis. The con would be that there is no purpose of educating the public about their eligibility and how to take advantage of a program. Instead, the purpose is to claim political credit and to encourage gratitude among voters.”

Affordability has been a key promise for the NDP government, which was elected in 2023. The ads promote areas where consumers save but not where prices have risen -- such as auto insurance rates at Crown-owned Manitoba Public Insurance, which are going up 5.7 per cent this year.

This winter’s flu season in Manitoba started later than the last two years and has been ramping up in recent weeks.

“We’ve seen similar numbers or higher numbers in the past as well,” said Dr. Jazz Atwal, Manitoba’s deputy chief provincial public health officer.

“It is expected that we’re going to see an increase in cases.”

There were 460 influenza A cases in the week ending Feb. 22, the government’s most recent respiratory virus surveillance report said. There were 15 associated admissions to intensive care and 16 deaths.

Vaccination rates are lower so far this year. The provincial data says 23.1 per cent of the population has been vaccinated for influenza, compared to 25.2 per cent last winter.

Jackson said nurses in her union are feeling the effects of the flu season and are suffering from staff shortages.

“This definitely has an impact on workload for front-line nurses,” Jackson said.

“We are seeing an especially bad flu season, and what we’re seeing is no ability in the system to flex up when the flu happens.”

This report by The Canadian Press was first published March 2, 2025.