The Canadian Women's Foundation has begun a new campaign of public service announcements called "It's A Girl." The print, outdoor, television and digital campaign is intended to raise awareness of issues facing women and girls in Canada. The creative juxtaposes the images associated with the arrival of a new baby with copy describing potential abuse and poverty, such as, "She has a 50% chance of being sexually or physically abused in her lifetime." The campaign was developed pro bono by DDB Canada of Toronto. Advertising space has been donated by Rogers Media on Citytv, in publications including Chatelaine, LouLou and Today's Parent, as well as on its online properties. Outdoor media is being provided by NewAd, Pattison, OneStop, Clear Channel, Lamar and StreetScene. "By drawing attention to the issues facing women and girls in Canada, the brand building campaign is intended to raise the profile of the Canadian Women's Foundation and solicit support for the valuable programming they help facilitate to help stop violence against women, end poverty and empower girls," said Denise Rossetto, creative director at DDB Canada.