TitoloSignal For Help
Agenzia
Campagna Signal for Help
Cliente Canadian Women’s Foundation / Women’s Funding Network
Marca Canadian Women’s Foundation / Women’s Funding Network
PostedAprile 2022
Settore Enti/Istituzioni/Organizzazioni no-profit
Trama During the onset of the pandemic, the Canadian Women's Foundation was anticipating a surge in domestic violence. Further contributing to the problem were the pandemic-induced lockdown measures, which resulted in victims of abuse being even more closely controlled and monitored. We were tasked with finding a way to combat this by providing victims with a tool they could safely use to seek help. Our inspiration came from our collective, near-instantaneous shift to video calls. We called it the Signal For Help – an untraceable and discreet one-handed gesture designed as a continuous hand movement that could be easily visible over a video call. It involves holding your hand up to the camera with your thumb tucked into your palm, folding your fingers down and trapping your thumb in your fingers, and means “reach out to me safely”. Research was done prior to its release to ensure it was not in conflict with any other hand signals and didn’t mean anything specific in international sign languages. Our objective was to generate awareness of the tool for both victims to use, and allies to recognize, by spreading the word online. We hoped that the signal would become a global tool to be used by anyone and owned by everyone. Since the tool was launched nearly two years ago, it has spread across the globe, gone viral on social media, and generated the most impactful result of all: saving lives. Since the campaign's initial launch in April 2020, we know of five real life situations where the signal has contributed to the safety of victims of abuse – Syrian YouTuber Om Sayf in Turkey in January 2021, an abducted teenager in Kentucky and two women in Spain in November 2021, and most recently, a young woman in Tennessee in April 2022. Signal for Help has cemented itself in society and has become an unmistakeable symbol in the fight against gender-based violence.
Tipo di Media Case Study
Lunghezza
Chief Creative Officer Graham Lang
Executive Creative Director Jenny Glover
President David Toto
PR Joshua Burleton, Savanah Ebeling
Illustrator Sam Bullis
Editor Rod Reano
Social Media Megan O’Malley
Agency Producer Nancy Rak-Swales, Nina Buis
Designer Rubene De Sousa
Developer Kevin Ko, Steve Van Gelder
Coordinator Alison Parke, Ciara O’Laughlin
VP Public Engagement Andrea Gunraj
Senior Director Public Engagement Sarah Ruddle
VP Community Initiatives Anuradha Dugal
Senior Director Community Initiatives Ann Decter
VP Philanthropy Suzanne Duncan

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