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Industry: Grocery Retail and Not for Profit
Services: Strategy, Campaign, Public Awareness, Stakeholder Relations, Internal Communications
Victim Services Toronto (VST), in partnership with Loblaws, sought to launch Ask for Angela, a safety initiative to combat sexual violence and human trafficking in Toronto. The challenge was to build public awareness of the program, create a clear connection to its purpose, and deliver a compelling creative platform that resonated with both customers and employees in the retail environment.
A unified campaign strategy was developed, incorporating strong visuals and messaging designed to empower individuals and destigmatize help-seeking behaviour. Through strategic collaboration with VST and Loblaws, we crafted materials tailored to store environments, training resources for staff, and digital and physical collateral to ensure widespread understanding of the program.
​The program launched successfully across Toronto, fostering community awareness and engagement. "Ask for Angela" gained significant traction, with increasing participation rates and positive feedback from stakeholders. The initiative became a model for retail-based safety programs, enhancing VST and Loblaws' reputations as community leaders by creating a safe haven for the most vulnerable citizens in our communities.
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