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Plan Canada breaks new brand campaign
International aid and development agency Plan Canada has begun a new brand campaign as part of its ongoing "Because I Am A Girl" initiative. The campaign, developed by One Advertising of Toronto, consists of a 30-second television commercial, along with out-of-home ads in Toronto, Ottawa, Vancouver and Calgary and digital advertising. Media buying for the television and out-of-home components was handled by ZenithOptimedia, while Aber handled digital media buying. The ads encourage professional women to help change the lives of girls and their families and communities by donating to the organization. The creative takes the form of infographics drawn on a chalkboard, displaying copy such as "70% of the world's poorest are girls and women" and "66 million girls worldwide are denied an education." The effort will run until late May. "Our key target for this campaign is to appeal to professional women who can lend a supporting hand through donating, knowing they are part of the change," said Jill King, president of One Advertising. "We knew from talking with professional women who have carved out their own path in education, career and life that they particularly understand and are compassionate of the struggles of young women."