TORONTO—Toronto-based ad agency John St. continued its three year pro-bono relationship with the Girl Guides of Canada with the recent launch of a new print campaign.

Consisting of three ads, both English and French, the new campaign aims to increase the visibility of girl guides and ultimately attract new members. The ads mix hard statistics with soft, whimsical designs that project the benefits of becoming a member.

“There are many realities about little girls today that shatter our traditional fairy tale views about how childhood should be for them. Placing these realities in a storybook context really demonstrates that in a way that’s hard to ignore,” says Angus Tucker, co-creative director at John St., in a released statement.

“Of course, the happy ending to these ‘stories’ comes from the fact that Girl Guides is the perfect antidote to these problems.”

The ads will appear online and in magazines across Canada.

John St. began its relationship with the Girl Guides in 2006 when it created the “Girls Need Guides” campaign. Contact: www.johnst.com, www.girlguides.ca