An aerial view of a suburban neighborhood at dusk, with the words 'The Violence at Home Signal for Help' displayed in a purple circle in the center, by the Canadian Women's Foundation.

Signal for Help

An impactful way to help those most in need.

Overview

We developed a toolkit to combat domestic violence and save lives globally.

Relevance

  • Breakthrough digital-first campaign
  • Educational campaign that broke through to all canadians
  • Creative and strategy managed all in-house
  • Innovative & disruptive – proven ability to gain attention

Key Challenge

How to create an impact to curve a massive but invisible issue in society when everyone is locked behind doors?

Strategic platform

Convention:

Gender-based violence is bad, but none of my business.

Disruption:

Signals for help require responders.

Vision:

Shock proof our system for a gender-based violence free society.

Creative strategy

A cultural shift in how the world was communicating changed what women in danger could ‘say’.
We were inspired by the collective and near-instantaneous shift to video calls during the pandemic.

Instructions for the Violence at Home Signal for Help by the Canadian Women's Foundation, showing two hand gestures: the first with the palm facing the camera and thumb tucked in, and the second with the thumb trapped inside a closed fist.

The Results

8
Lives saved (that we know of).
#2
Ranked campaign globally by The Good Report.
$0
Media Dollars Spent.
$45M
Earned media.
4.9B
Earned impressions.
$0
Spent.

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