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Dairy Farmers of Canada begins Fuelling Women Champions campaign

Dairy Farmers of Canada has begun a new marketing campaign called "Fuelling Women Champions." Developed by TrojanOne of Toronto, the national campaign is intended to further the advancement of Canadian girls and women in sport. It will encompass sponsorship activities, public relations, advertising, experiential elements and digital communications. Media planning is being conducted by M2. Mirum is handling the digital and social media work. DDB Canada and Massy Forget Langlois will manage public relations. The creative was developed by and KBS+.

In its first year, the campaign will include community initiatives that will give girls a chance to meet successful female athletes at sports clinics and local leagues. Other components will include team sponsorships, as well as promotions and ticket giveaways at female athletic events.

Dairy Farmers of Canada has formed partnership agreements with a range of national sports organizations, including the Canadian Women's Hockey League, Rugby Canada and Swimming Canada. A number of individual athletes will also participate, including bobsledder Kaillie Humphries, curler Jennifer Jones, wheelchair-racer Chantal Petitclerc, soccer player Desiree Scott and hockey player Natalie Spooner.

"Stats from the Canadian Association of Advancement for Women in Sport show that only four percent of girls get the recommended amount of daily physical activity, and sport dropout rates among teenage girls are at a six-to-one ratio compared to their male counterparts," said Mark Harrison, president of TrojanOne. "We're thrilled to be working with Canada's dairy farmers and their other agencies to empower women and improve these statistics."

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