Canadian Women's Foundation breaks Donate Your Voice campaign
By Adnews Staff
The Toronto-based Canadian Women's Foundation has begun a new advertising campaign called "Donate Your Voice." The national campaign, developed pro bono by DDB Canada and Tribal Worldwide, seeks to raise awareness of the issue of sex trafficking in Canada. It consists of public service announcements for television, print, radio, outdoor and online media, as well as a website at <http://www.givemyvoice.com>.
The creative presents the personal stories of girls who have experienced sex trafficking, read by people who have donated their voices so the stories can be told. Visitors to the website can also record themselves reading one of these stories and post it to social media sites. According to the organization, the stories are composites based on real experiences, and the images used in the creative are of actors.
"Sex trafficking in Canada is an emerging issue," said Mary Mowbray, chair of the national marketing committee at the Canadian Women's Foundation. "Many Canadians are not aware that it is happening in their own backyard. Many girls who have been sex trafficked are unable to share their own story because of fear for their safety or fear for the safety of their family and friends, or because of trauma or stigma."
Media for the campaign is being donated by Roger Media, Shaw Media, Cineplex, Corus Entertainment, CBC, Adapt Media, Newad, Pattison, Lamar Advertising, Streetseen Media and Aber Group.