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Plan Canada breaks new Because I am a Girl campaign

International development organization Plan Canada has begun a new campaign as part of its "Because I am a Girl" initiative. The campaign, developed by One Advertising of Toronto, focuses on social justice issues specific to girls in developing countries. The eight-week campaign is aimed primarily at women and teenaged girls. It will consist of television, out-of-home, print and digital advertising, as well as sponsorships and other support activities. The creative makes use of the copy, "One of them will have a brighter future. The other is a girl."

"To make this issue truly resonate, we highlighted a simple truth," said Karen Howe, creative director at One Advertising. "Every child, regardless of gender, deserves the chance to achieve their potential. In contrasting the innocent beauty of the newborn babies with stark reality, we hope to encourage Canadians to consider the issue, then take action and to help create change."

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