Canadian Women’s Foundation / Women’s Funding Network - "Change the story"

Juniper Park\TBWA

Juniper Park\TBWA Toronto, Kanada

295

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: Canadian Women’s Foundation / Women’s Funding Network
Länder: Kanada

Werbende: Canadian Women’s Foundation / Women’s Funding Network

Titel	Change the story
Agentur	Juniper Park\TBWA
Kampagne	Signal for Help
Werbende	Canadian Women’s Foundation / Women’s Funding Network
Marke	Canadian Women’s Foundation / Women’s Funding Network
Datum der ersten Ausstrahlung/Veröffentlichung	2023 / 4
Geschäftsbereich	Gemeinnützige Organisationen
Story	In the third evolution of the Signal for Help Campaign, the Canadian Women’s Foundation and Juniper Park\TBWA spotlight the importance of responders in an impactful PSA. 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.
Medientyp	Case Study
Länge	60 seconds
Regisseur	Christina Yu
Chief Creative Officer	Jenny Glover
Executive Creative Director	Neil Walker-Wells
Creative Director	Manuel Ferrarini
Produzent	Geneviève Dussault
Produzent	Nina Buis
Executive Producer	Ian Webb
Executive Producer	Farrah Khaled
Executive Producer	Hayley Taylor
Direktor Fotografie	Adam Marsden
Stellvertretender Creative Director	Gira Moin
Stellvertretender Creative Director	Sasha Newton
Stellvertretender Creative Director	Mario Maiato
Texter	Olivier Charlebois Campbell