YWCA
Montréal has appointed DDB Canada’s Montréal office as its agency of record via
a pro-bono partnership that sees the agency helping to strengthen the brand and
creating awareness of the valuable services it provides. Founded in 1875, YWCA Montréal is one of the
oldest community organisations in the city, committed to building a better
future for women and girls in an egalitarian society where they have the power
and opportunity to realise their full potential.
“Our
previous communication efforts have squarely focused on lobbying government,
however an opportunity also exists to raise YWCA Montréal’s profile amongst the
general population by sharing how our services have reduced situations of
violence and gender inequality experienced by women and girls,” says Louise
Poirier, president of the board, YWCA Montréal. “This new partnership,
signifies a promising future in the broader context of women’s issues, and we
are proud to have found a like-minded partner that believes in our philosophy
and vision.”
As the
agency’s first assignment, DDB Canada Montréal will start work on an awareness
campaign focusing on hypersexualization to ultimately stop the sexual
exploitation of high school-aged girls being recruited as sex trade workers. The
powerful new campaign is slated to launch in September 2016.
“DDB is
committed to helping women shine by ensuring they have their rightful place at
all levels of society,” says Monique Brosseau, VP
managing director, DDB Canada Montréal. “Our agency has multiple initiatives
designed for empowering women in the workplace and we’re proud to donate our
strategic planning, creative talent and Omni-Channel approach to elevate YWCA
Montréal and bring issues impacting women to the forefront.”