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Covenant House begins Shoppable Girls campaign

Toronto-based youth shelter Covenant House has begun a new online campaign called “Shoppable Girls,” intended to raise awareness of sex trafficking. The Ontario campaign is timed to coincide with the province’s Human Trafficking Awareness Day on Feb. 22 and includes a website at <>. The creative is intended to illustrate that victims of sex trafficking are not always immediately identifiable and that the signs of the crime are often misunderstood. The campaign also includes social media content. The promotion was developed pro bono by Taxi, with support from Media Experts, Weber Shandwick Canada and Cision.

“One of the major misconceptions is sex trafficking doesn't happen in Canada when in fact 93% of sex trafficking victims are Canadian citizens,” said Julie Neubauer, program manager of anti-trafficking services at Covenant House. “No one chooses to be trafficked. The truth is that it's happening in our communities, to our children and often right in front of us. Yet many times the signs go unnoticed by those in the best position to help.”

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