| 标题 | Change the story |
| 广告公司 | Juniper Park\TBWA |
| 广告战役 | Signal for Help |
| 广告主 | Canadian Women’s Foundation / Women’s Funding Network |
| 品牌 | Canadian Women’s Foundation / Women’s Funding Network |
| 首次发布日期 | 2023 / 4 |
| 行业领域 | 机构/公益组织/非盈利组织 |
| 剧情简介 | 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. |
| 媒体类别 | 案例研究 |
| 长度 | |
| 导演 | Christina Yu |
| 首席创意官 | Jenny Glover |
| 执行创意总监 | Neil Walker-Wells |
| 创意总监 | Manuel Ferrarini |
| 制片 | Geneviève Dussault |
| 制片 | Nina Buis |
| 执行制片 | Ian Webb |
| 执行制片 | Farrah Khaled |
| 执行制片 | Hayley Taylor |
| 摄影指导 | Adam Marsden |
| 联合创意总监 | Gira Moin |
| 联合创意总监 | Sasha Newton |
| 联合创意总监 | Mario Maiato |
| 文案 | Olivier Charlebois Campbell |
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