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

Juniper Park\TBWA

Juniper Park\TBWA Toronto, Canadá

306

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Marca: Canadian Women’s Foundation / Women’s Funding Network
País: Canadá

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

Título	Change the story
Agencia	Juniper Park\TBWA
Campaña	Signal for Help
Anunciante	Canadian Women’s Foundation / Women’s Funding Network
Marca	Canadian Women’s Foundation / Women’s Funding Network
Fecha de primera difusión/publicación	2023 / 4
Sector Empresarial	Instituciones/Organizaciones no gubernamentales
Sinopsis	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.
Medio	Case Study
Duración	60 seconds
Realizador	Christina Yu
Responsable de la creación	Jenny Glover
Director ejecutivo de creación	Neil Walker-Wells
Director creativo	Manuel Ferrarini
Productor	Geneviève Dussault
Productor	Nina Buis
Productor ejecutivo	Ian Webb
Productor ejecutivo	Farrah Khaled
Productor ejecutivo	Hayley Taylor
Director de fotografía	Adam Marsden
Director creativo adjunto	Gira Moin
Director creativo adjunto	Sasha Newton
Director creativo adjunto	Mario Maiato
Responsable de conceptos / redactor	Olivier Charlebois Campbell