DDB Canada Montreal has been named public relations agency of record for YWCA Montreal and will create an awareness campaign aimed at stopping the sexual exploitation of high school-aged girls who are recruited as sex trade workers.
The campaign, YWCA Montreal’s first mass communications effort, is slated to launch in September.
The pro bono account was assigned to DDB Canada Montreal after it reached out to the community organization. YWCA Montreal, which is one of the oldest community organizations in the city, did not have an incumbent agency.
DDB will also work on strengthening the YWCA Montreal brand and raising awareness for the community organization and the causes it supports.
“Our previous communication efforts have squarely focused on lobbying government,” said Louise Poirier, president of the board of YWCA Montreal, in a statement. “However an opportunity also exists to raise YWCA Montreal’s profile amongst the general population by sharing how our services have reduced situations of violence and gender inequality experienced by women and girls.”
“We’re proud to donate our strategic planning, creative talent and omnichannel approach to elevate YWCA Montreal and bring issues impacting women to the forefront,” said Monique Brosseau, vice-president, managing director of DDB Canada Montreal.
