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.
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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