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Empowering The Next Generation, Girl Guides of Canada Selects A New PR AOR

Girl Guides of CanadaAs they continue to provide a safe environment for girls and young women to help challenge them, to find their voice Girl Guides of Canada has selected a new public relations agency of record (AOR).  To kick things off, the Mighty Minds campaign is being rolled out, a powerful and ground-breaking new program to get girls talking about mental health. A comprehensive social public relations strategy will drive awareness of both the issue and program through national media and blogger relations, media interviews and appearances, influencer relations and events.

Created in collaboration with The Psychology Foundation of Canada and Kids Help Phone, Mighty Minds is the first program of its kind in Canada focused on educating girls as young as five years old about mental health issues. More than 70,000 Girl Guides are expected to participate in the program in 2017.

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Girl Guides of Canada has selected Strategic Objectives as their new agency of record (AOR), as part of the assignment NATIONAL will to support Sephora with media relations as well as influencer campaigns across the country.

Previous Agency of Record (AOR)

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This is the first time Girl Guides of Canada has worked with a public relations agency.