Girl Guides of Canada break first national campaign
By Adnews Staff
The Toronto-based Girl Guides of Canada has begun a multi-media campaign intended to demonstrate to parents why the organization remains relevant in an image-obsessed culture. The campaign, called “Why girls need Guides,” presents the organization as a way to balance the high level of media exposure experienced by girls in contemporary society. The initiative includes magazine, out-of-home, and online advertising, as well as a new website located at <http://www.girlsneedguides.ca>. One print ad takes the form of a fashion advertisement, depicting a model lying in a field, looking at the camera. A sticker in one corner shows a girl pointing at the ad, along with the copy, “Why girls need Guides.” One Web banner ad purports to promote an anti-cellulite cream. The third execution resembles the cover of a magazine called Modern Girl, offering articles such as “Make his interests your interests – it’s okay to pretend.” In each ad, a sticker points out that similar ads are the reason why girls need Guides. “With all of the issues and decisions facing young women today, this campaign was an opportunity for us to reach as many parents as possible with the message that Guiding in Canada offers a positive alternative to the negative influences to which girls are exposed,” said Shauna Klein, marketing and development manager for Girl Guides of Canada. The campaign, created by John St. of Toronto, is the organization’s first national advertising effort.