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.
An example of the transit posters:
Be sure to look for this clever take on baby shower cards in August’s Chatelaine Magazine:
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.
Canadian Women's Foundation
DDB Canada, Suneeva
567vfx, Alter Ego, Fade to Black Casting, Relish, RMW.