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Canadian Women’s Foundation: Change The Story
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Moving into the third year of their partnership, Juniper ParkTBWA and the Canadian Women’s Foundation continue to collaborate on the Signal for Help. Late last week they launched their new PSA, ‘Change the Story’, to continue to shift the culture around gender-based violence from stigma to one of support for survivors. When public health restrictions were introduced in 2020, the risk of gender-based violence rose sharply in Canada. In response, the Canadian Women’s Foundation launched the Signal for Help, a covert way to ask for help without leaving a digital trace. A year later, the Canadian Women’s Foundation introduced an action guide for those who see the Signal, accessible through a text number representing the Signal for Help gesture: 540-540. While two thirds of people in Canada know a woman who has experienced physical, sexual, or emotional abuse, only one in five feels very confident in their ability to support someone experiencing abuse. The Canadian Women’s Foundation saw an opportunity to speak to responders directly and address their lack of confidence in knowing what to do or say to help someone facing abuse. As a result, ‘Change the Story’ was created. The new PSA from the Canadian Women’s Foundation highlights the role of responders in addressing gender-based violence and drives viewers here where they can take the Signal for Help Responder online mini-course, subscribe and listen to the Signal for Help podcast, and sign up for the Signal for Help Learning Journey.
Agency: Juniper ParkTBWA Related |
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