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FASworld Canada breaks awareness campaign

Toronto-based FASworld Canada, an organization that works to raise awareness of fetal alcohol syndrome disorders, has begun an out-of-home advertising campaign in Toronto and Vancouver. The campaign, developed by Morgan Ramsay Glowienka of Toronto, makes use of media from Grassroots Advertising and online support from Singleinthecity.ca. The creative features pregnant women with their bared midriffs extending through the letter "O" in large signs displaying the words "Hope," "Joy" and "Love." "Everybody involved, from the pregnant models to the makeup artist to the photographer and the agency personnel, donated their time and services," said Bonnie Buxton, co-founder of FASworld. "Because of their parents' alcohol problems, a huge number will be removed from their birth parents and raised by foster or adoptive parents. During their lifetimes, individuals with FASD cost Canadian governments billions of dollars, for social services, police, special education and the criminal justice system. A large percentage will bring more affected babies into the world. We'd love to see MR.G's creative in every market in Canada, and maybe every bar. We are talking to sponsors now to make this happen. It's that important."

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