The Manitoba government launched a high-profile ad campaign Monday to draw increased awareness to cases of murdered and missing women in the province.

"The message is intended to change public perception around the ongoing tragedy of missing and murdered women and girls in our province," said Eric Robinson, minister of aboriginal and northern affairs.

"The campaign seeks to humanize and respect the spirit of our stolen sisters while asking all of us to confront this problem head on and realize we all have a role in solving it." 

The $60,000 campaign will feature billboard and bus ads with photographs chosen by families of victims. The photos were chosen in that they best reflect how they saw and knew their loved ones, said Robinson. 

The campaign asks people: ‘What if she was your daughter?’

Half of all Winnipeggers will see the ads, the province stated. The campaign will run for six weeks.

The idea is to foster understanding with Manitobans and make a collective commitment to change, Robinson said.  

Crime Stoppers is working with the Manitoba Action Group on Exploited and Vulnerable Women on the campaign.

Barbara Houle, whose daughter was murdered in 2009, says she hopes it will give people a better idea of how important she was to her family.

There are more than 70 missing or murdered aboriginal women in the province.

With file from The Canadian Press