Canadian Women's Foundation begins GirlPowered campaign
The Toronto-based Canadian Women's Foundation has resumed a campaign called "GirlPowered." The initiative, developed by Havas Canada, debuted last year. The social media campaign consists of Instagram videos self-recorded by a number of women who are mentors to young women. These are accompanied by a television commercial, print and out-of-home ads and digital promotion. Participants include astronaut Roberta Bondar, athlete Lizanne Murphy and actor and comedian Aurora Browne, as well as others from the fields of politics, academia, activism and business. Advertising space is being provided pro bono by Rogers Media, Pattison Outdoor and Outfront Media.
"Last year's campaign was filled with so much positivity," said Cory Eisentraut, creative director at Havas. "This year we wanted to build on that positivity and invite notable women leaders to inspire girls by sharing stories and lessons they've learned along the way."