Canadian Women's Foundation breaks campaign
By Derek Winkler
The Canadian Women’s Foundation has begun a new public service announcement campaign called “Change the Story” intended to raise awareness of gender-based violence. Developed by Juniper Park TBWA, the campaign is part of the foundation’s ongoing Signal for Help initiative. The creative highlights the role of responders in addressing gender-based violence and encourages viewers to visit a website at <http://www.signalforhelpresponder.ca> for additional information. Media work is being handled by Touché Media.
“As powerful as the Signal for Help is, we also need to show people that knowing how to respond to the signs of gender-based violence is what changes the story for many women,” said Sasha Newton, associate creative director at the agency. “This approach calls attention to another side of the narrative, with the aim to give responders 'encouragement to reach in' in the same way that the Signal for Help encourages those experiencing abuse to reach out.”