YWCA Montreal tapped the Montreal office of DDB Canada as its agency of record. This is the first time YWCA Montreal has partnered with an agency for a mass advertising campaign. Previous
communications work focused on lobbying government. The agency will help strengthen the brand and create awareness of YWCA services on a pro-bono basis. First work will be an awareness campaign
focusing on hypersexualization, in an effort to stop the sexual exploitation of high school-aged girls being recruited as sex trade workers. Creative will launch in September. "Our previous
communication efforts have squarely focused on lobbying government, 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," said Louise Poirier, president of the board, YWCA Montreal. "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."