YWCA Montreal hires DDB Canada
YWCA Montreal has retained DDB Canada of Montreal office as its agency of record. DDB, which will handle the account pro bono, will work to raise awareness of the organization and the services it provides. As its first assignment, the agency will develop an awareness campaign focusing on high school-aged girls being recruited as sex trade workers. The campaign is scheduled to launch in September.
"Our previous communication efforts have squarely focused on lobbying government, however an opportunity also exists to raise YWCA Montreal's profile amongst the general population by sharing how our services have reduced situations of violence and gender inequality experienced by women and girls," said Louise Poirier, president of the board of YWCA Montreal. "This new partnership signifies a promising future in the broader context of women's issues, and we are proud to have found a like-minded partner that believes in our philosophy and vision."