| Titulo | Change the story |
| Agência | Juniper Park\TBWA |
| Campanha | Signal for Help |
| Anunciante | Canadian Women’s Foundation / Women’s Funding Network |
| Marca | Canadian Women’s Foundation / Women’s Funding Network |
| Data da primeira Transmissão/Publicação | 2023 / 4 |
| Sector Empresarial | Instituições, organizações não governamentais |
| História | 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. |
| Tipo de Mídia | Case Study |
| Comprimento | |
| Realizador | Christina Yu |
| Chief Creative Officer | Jenny Glover |
| Director executivo criativo | Neil Walker-Wells |
| Director criativo | Manuel Ferrarini |
| Produtor | Geneviève Dussault |
| Produtor | Nina Buis |
| Produtor executivo | Ian Webb |
| Produtor executivo | Farrah Khaled |
| Produtor executivo | Hayley Taylor |
| Director de fotografia | Adam Marsden |
| Director assistente criativo | Gira Moin |
| Director assistente criativo | Sasha Newton |
| Director assistente criativo | Mario Maiato |
| Redator | Olivier Charlebois Campbell |