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Boys & Girls Clubs rebrands

Charitable organization Boys & Girls Clubs of Canada has undertaken a rebranding initiative. The organization will now operate as BGC Canada. According to the group, the new name and related branding is intended to better reflect the diversity of the young people they serve by removing gender-specific and age-related words. The rebranding was developed in association with Round of Toronto.

“Those that know us know we remove barriers and create opportunities for all children and youth,” said Rachael MacKenzie-Neill, vice-president of marketing and development at BGC Canada. “This brand refresh is part of a broader goal to create deeper connections with communities across the country and ensure that young people and families meeting us for the first time feel the welcome and support our clubs are known for and that has defined our legacy.”

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