It’s a girl, and her odds aren’t good

Canadian Women’s Foundation wants to “stir the pot” and they’re doing just that in the launch of their first national campaign.

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:

Cover:

Inside:

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.

Comments

I love this campaign.  The honesty is very moving and stands out.

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.

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.