Junior League wants to be known for charity work, not parties

07/28/2009 | NYTimes.com

The Association of Junior Leagues International -- in a bid to dispel its image as a social group for society women -- has launched a national, multiplatform ad campaign. The effort from Beaird & Boone Marketing, Dallas, spotlights the group's charitable efforts and uses the tagline: "So join your local Junior League. It's a novel approach to improving the world, one community at a time."

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