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

Juniper Park\TBWA

Juniper Park\TBWA Toronto, Canada

290

Это объявление является частью "ACT Responsible Collection"

Бренд: Canadian Women’s Foundation / Women’s Funding Network
Страна: Canada

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

Заголовок	Change the story
Агентство	Juniper Park\TBWA
Кампания	Signal for Help
Рекламодатель	Canadian Women’s Foundation / Women’s Funding Network
Бренд	Canadian Women’s Foundation / Women’s Funding Network
Дата первой трансляции/Публикации	2023 / 4
Бизнес сектор	Институциональные/общественного интереса/некоммерческие организации
История	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.
Тип медиа	Анализ ситуации
Длина	60 seconds
Директор	Christina Yu
Главный креативный директор	Jenny Glover
Исполнительный креативный директор	Neil Walker-Wells
Креативный директор	Manuel Ferrarini
Продюсер	Geneviève Dussault
Продюсер	Nina Buis
Исполнительный продюсер	Ian Webb
Исполнительный продюсер	Farrah Khaled
Исполнительный продюсер	Hayley Taylor
Оператор-постановщик	Adam Marsden
Ассоциированный креативный директор	Gira Moin
Ассоциированный креативный директор	Sasha Newton
Ассоциированный креативный директор	Mario Maiato
Копирайтер	Olivier Charlebois Campbell