The cornerstone of “It’s a Girl” is a very to-the-point 30 second spot produced pro bono by DDB Canada and Suneeva:
The ad will run across national television station CityTV in Canada, and will be accompanied by an outdoor campaign, print placements and digital ad buy thanks to a variety of partners like Rogers Media.
What do you think of the television ad’s execution? I’ve heard feedback that the strident delivery of “It’s a rape whistle” and the shocked reaction of the Mom-to-be could distract from the message. Is Mom realizing her baby girl faces challenges a boy would not, or she is thinking: “Why would you be so inappropriate at a party, Aunt Susan!?”
However, if the party guests had given gifts on the “assault theme”, and the mother had accepted them as part of the understanding that this is a reality for her unborn daughter, would that have been too dark or cartoonish? Either way, I love to see charitable organizations unafraid to ruffle feathers when the stakes are high, as they certainly are for girls and women in Canada. If this ad is a “downer”, so is sexual assault.
What do you think of the party buzzkill? Is Aunt Susan over-the-top or does she hit the right note?
Initiatives like Because I’m A Girl have blanketed Canadian cities with positive messaging targeting girls and women. This is a very different feel for a empowerment campaign; asking women to address an uncomfortable reality they’d rather not talk about. I hope the sobering nature of “It’s a Girl” helps Canadian Women’s Foundation encourage Canadians to invest in programs moving women and girls out of violence.
567vfx, Alter Ego, Fade to Black Casting, Relish, RMW. Source: Marketing Magazine
I love this campaign. The honesty is very moving and stands out.
Posted by Kate | 4-07-2012 17:55
Thanks for your site, and for this commerical. I wanted to find out more about it today. Lasat night, I was sitting with my daughters watching America’s Got Talent, when this commercial came on. Don’t think they (15, 11, and 11) totally understood it, but I certainly got the message—gave me a lump in my throat, and tears in my eyes as I looked around the room, and realized that the young girl who picked up the whistle at the end could be any of them, and would need to use this whistle. Still giving me shivers as I remember.
I’m a Lutheran pastor. This coming Sunday, one of the readings is 2 Samuel 11:1-15, the rape of Bathsheba by David and his coverup afterward, ending in the death of Bathsheba’s husband, Uriah.
Will describe this commercial, and its message, as part of my sermon.
Posted by Matthew Diegel | 25-07-2012 19:10
I was actually quite confused by this commercial. I actually first thought that maybe the new mom had been raped and gotten pregnant from the assault and the older women was letting everyone know. I don’t think everyone is totally getting the ultimate message, i know i didn’t and hence had to google it to find out the intent of the commercial. so i guess they educated me in the end. The new mom’s expression looks confused as well. Think it could have been executed better.
Posted by Jody B | 11-10-2012 19:33
I agree, the message is clear as mud. I too thought that the older woman was addressing the rape of the woman receiving the gifts in a rather crass manner in front of everyone. The marketers could have done a better job in getting the message across. They missed the mark on this one.
Posted by Elizabeth | 2-08-2013 19:40
Disagree. I totally got it. But being pregnant when this ad first came out I was really saddened to recognize the challenges my daughter will face.
Posted by Stunned | 7-08-2013 06:03
I did not like the commercial and I do not think it truly conveys a true statistic. The commercial sends fear into those that want to have a baby girl. Early in life we are to enjoy our babies girl or boy and not be bombarded by negative statistics or messages that we see about girls or women. They should have presented a positive perspective on change and awareness. I am an educator an mother of girls and I truly believe harsh statistics gives people more negative ways to deal with a situation. It would have been better kept to focus on prevention and self esteem awareness.
Posted by E | 19-09-2013 21:29
IF YOU CAN THINK ON TRUTH FOR ANYTHING
YOU WILL KNOW ALL THE TRUTH OF EVERYTHING
Office of the International & Corporate Programs, 8th October, 2013
ATTN: Medical Education with Support of Science to Educate CHILDREN
SUB: TRUE EDUCATION IS THE BEST CHARITY AND PROFESSION ALSO
OR EDUCATION & Simple way / formula / math’s to Educate A Child
Everybody can think on TRUTH. EVERYBODY WANTS BETTERMENT OF FEMALES, WHY A MALE CHILD TO BE KILLED / SLAUGHTERED by a female or their wrong educators’. WHY SO MANY RELIGIONS HAVE BEEN CREATED????? NOW, HOW to identify females / people by religion & country wise??? THINKS IN PRACTICAL LIFE FOR CHILDREN?? AFTER A CHILD BORN, MAKES HIM SITTING INFRONT OF ANY GOD. WHY STUDY>>>>> THINK & SEE, WHAT HAPPENS??? GOD IS LITRATE WORD FOR CRIME AND CRIMINAL IS COMMON WORD. After finishing the EDUCATION doesn’t Marry & become A SAINTS’ / SISTERS’ to avoid all diseases & All corruptions.***** WHY TO MARRY & WHY A CHILD OR A MALE CHILD TO BE KILLED / SLAUGHTERED IN THIS ANIMALS’ WORLD?????******
****BY THIS >>>>>OR ANY BETTER F0RMULA, THE CHILDREN WHO WILL MARRY AND WHO WILL NOT MARRY BOTH / EVERYBODY WILL HAVE FULL OF KNOWLEDGE from Schools / Childhood. IN SCHOOLS / SOCITIES SAYS DONOT FIGHT & BOOKS OF GOD SAYS FIGHT & INSPIRE OTHERS TO FIGHT. WHY PEOPLE DONOT WANT TO GIVE TRUE EDUCATION ARE THEY BAD THAN ANIMALS’ / WHETHER YOU SAY SOCIAL ANIMALS.
I DONOT KNOW HOW THEY THINKS THEIRSELVES EVEN A HUMAN.
IF WE START GOOD WORK FROM SCHOOLS EDUCATION BY WAY OF SHAREING KNOWLEDGE INTERACTION LIKE THINK & LEARN from animals’ / dead bodies / WORLD to discuss as doctors’ learn to save humans and scientists’ learn for developments & safety. THINK ON ONLY TRUTH EDUCATION. MANY GODS ARE THERE, WHY CRIMINALS ARE THERE??
GOOD WORK CAN BE DONE AS UNDER AND REGULARLY>>>>>>>>>>>>>>>>>>>>>>>
(1)CHILDREN / TEACHERS SHOULD CARRY THEIR TIFFIN AND SCHOOLS SHOULD
PROVIDE THEIR BUSES / HALLS ETC. FOR PROGRAMMES TO KNOWLEDGE EXCHANGE.
(2) ADD IN MONTHLY SCHOOL FEES RS.1/- OR RS.5/- AS PER REQUIREMENT AND*********
*****A SPECIAL COORDINATOR SHOULD BE THERE IN ALL SCHOOLS / INSTITUTIONS
FOR CONTACT SCHOOLS TO SCHOOLS IN THE NATION AND WORLD. PLEASE WRITE
THEM THE TOPIC AND SOLUTION & ASK THEM FOR BETTER / BEST SOLUTION /
FORMULA. PLEASE GIVE TRUE FEEDBACK ALWAYS TO CHILDRENS BY PROGRAMMES
When a scientists can make a missile or any similar products like mobile / computer and a rocket / aero plane etc., which can think / work at accurate time / point & Unlimited. A Scientists’ is not going as a missile but their mind or a product or rays / vibrations of their mind do so.
>EVEN ANIMALS’ CAN THINK / TELL TRUTH IN THEIR LANGUAGE
DEVELOP YOUR OWN MIND AND THINK ON TRUTH
WHAT IS THE MEANING OR DEFINITION OF
EASY AND DIFFICULT
WHAT YOU KNOW IS EASY FOR YOU
AND WHAT YOU DONOT KNOW IS DIFFICULT FOR YOU OR STILL TO KNOW
“THIS IS LIFE SCIENCES”
SCIENCE MEANS TO THINK BETTER / BEST POSSIABLITIES
LIKE IN MEDICAL SCIENCES / POLITICAL SCIENCES / MANAGEMENT SCIENCES / COOKING SCIENCES ETC.
THINK AND TELL ALWAYS TRUTH AND RIGHT EDUCATION / WORK
WHICH CONTAINS SAFETY AND DEVELOPMENT
DEVELOPMENT DOESNOT MEAN MAKE ROADS, HOSPITALS, SCHOOLS, FACTORIES ETC.
SAFETY COMES FIRST—-WHY CRIMINALS ARE THERE???????
CRIMEFREE WORLD / NATION EVERYBODYS SHOULD THINK AND EVERYBODY HAVE CHILDREN??????????????????????
SCIENCE HAS GIVEN EVERY BETTER POSSIBLITIES LIKE MOBLE AND MANY THINGS AS EXAMPLE IN PHONE, IN 1980’S WE HAD TO BOOK THE CALLS FOR OTHER CITIES FOR ANY SHORT DISTANCE i.e. ORDINARY / URGENT / DEMAND / LIGHTING ETC. , NOW WE CAN TALK IMMIDIATELY TO ANY DISTANCE AND CHEAPER OR NOMINAL CHARGES WITH BETTER FACILITIES LIKE NO CROSS CONNECTIONS.
IN EXAMS IF WE SECURED 1ST POSITION IN THE WORLD BY CHEATING AND AN
INTELLIGENT STUDENT SECURED 3RD POSSITION, WHO IS BETTER???? DEFFINATELY 3RD POSSITION IS BETTER / BEST. HE HAS APPLIED HIS INTELLIGANCE. BY INTELLIGANCE,
HE CAN DO EVERYTHING LIKE WRITING A BOOK / TRUE EDUCATION ETC.
WHO HARMS CHILDREN, BAD THINGS AND THINKING ON LIES HENCE THINK ONLY ON TRUTH.
******WHY BAR GIRLS OR DANCERS ARE BAD, CAN YOU THINK WHY SAINTS’ / SISTERS’ DONOT MARRY AND FINALLY YOU WILL REACH ON TRUTH THAT THEY ARE NEXT TO SAINTS’ OR BETTER THAN MARRIED PEOPLE. ATLEAST THEY THINK AND TELL TRUTH.
LIKE BAD THINGS IN THE BODY COMES OUT DAILY BY WAY OF TOILET, SAME WAY THINK FOR WRONG PEOPLE AND OTHER BAD POSSIABE WAYS.
Posted by kishan--------WHY TO MARRY & WHY A CHILD | 7-10-2013 23:39
TRUE AND BEST EDUCATION
AFTER EDUCATION DONOT MARRY AND WHO MARRIED, PLEASE DONOT
HAVE A CHILD OR A MALE CHILD. WHY A CHILD????????????
DO GOOD WORK FOR TRUE EDUCATION FOR CHILDREN & EDUCATE A
CHILD FROM SCHOOLS OR CHILDREN SHOULD BE WITHOUT MIND AND HEART. SO, HE WILL NOT APPLY HIS MIND OR WILL NOT FEEL PAIN>>>
IF YOU HAVE ONE OR TWO OR SOME CHILDREN AND CRIMINALS ARE
THERE, YOUR CHILD MAY BE KILLED / SLAUGHTERED. HE MAY BECOME A
CRIMINAL OR YOU MAY BE HARRESED BY WRONG EDUCATORS’ WHO
HAVE 50 / 60 CHILDRENS OR MORE>>>>>>>
OUT OF THEM 5 / 10 WILL BE USED AS FOOD BY EDUCATORS’
—DO— 5 / 10 SHOULD GO SCHOOLS / COLLEGES FOR
STUDY AND BETTER FUTURE
—DO— 5 / 10 DONOT SEND TO STUDY IN SCHOOLS /
COLLEGE & CONVERT THEM AS PER
YOUR NEEDS AND IF HE ASK ANYTHING /
FOOD, HIT HIM BADLY SO, HE WILL NOT
ASK YOU ANYTHING AND HE WILL NOT
—DO— 5 / 10 SHOULD BE EDUCATED TO TAKECARE
OF YOUR DIFFERENT PARTS OF THE
BODY LIKE ONE SHOULD BE THERE FOR
LEFT LEG, ONE FOR RIGHT LEG, ONE
FOR LEFT HAND, ONE FOR RIGHT HAND
LIKE THIS ALL PARTS OF BODY.
—DO—- 5 / 10 SHOULD BE EXTRA TO COMPALSATE
ANY PLACE IN ABOVE OR WHERE EVER
YOU NEED ————————————————————————————————————————————————————-
YOU HAVE MIND ALSO, HENCE YOU CAN
THINK OR ASK BETTER LIFE FOR EVERYBODY
Posted by kishan | 7-10-2013 23:44
I agree with some people above, except the ome babbling that I can’t even understand. I searched the meaning of the commercial just now because I too thought that the older ladies were maybe addressing that she was raped… Because her expression is very confused, and there is nothing that says that girls have a 50% chance of being physically or sexually abused…. I agree with the one person who said she thinks we should be educating on how to prevent and change the future. Women are strong, I truly believe that.. And this just conveys a very general message that obviously has confused some people… I’ve gone thru a situation that I can relate to it, but it still didn’t click with me.
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It’s a serious question. This woman has the typical idealized body of a model, and despite the scary body painting, the portrayal is undeniably drawing attention to her curves and bare skin. When I think about eating disorders, I try to imagine looking in the mirror and seeing a funhouse…
33 psychological influence techniques in advertising Designing for behavior change is our thing here on Osocio. We discuss the wide area of social campaigns from all over the world. ‘Is it a good or bad campaign’ is our first question. And we often judge a campaign based on professional principles…
Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.