Plan Canada begins girls' rights campaign
Charitable organization Plan Canada has begun a national campaign called "Because I am a Girl." The initiative is intended to raise awareness in Canada of the importance of girls' rights internationally. The campaign includes a film crew that will travel the country to create a documentary about the lives of teen girls. Girls can also upload videos to the Plan Canada channel on YouTube. The film will be used to encourage Canadian girls to become involved in the cause of gender equality. The marketing includes media relations, online social media activities, advertising and celebrity endorsements, as well as a website at <http://www.becauseiamagirl.ca>. "The campaign is truly a coordinated effort to ensure that girls and young women are aware of the issues and that we reach our goal of enlisting one million girls over the next five years to support social change for girls around the world," said Paula Roberts, executive vice-president of marketing and development at Plan Canada. The campaign was developed by Veritas Communications, Wunderkind and Holmes Creative Communications.