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Transition Houses Offer More in Women’s Shelters Canada National Awareness Campaign

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Campaign from lg2 highlights the importance of shelters and transition houses for women experiencing violence

Transition Houses Offer More in Women’s Shelters Canada National Awareness Campaign

Women’s Shelters Canada (WSC) has launched a new national awareness campaign illustrating how violence against women (VAW) shelters and transition houses are 'More Than' just shelters.  

The campaign is both for women who may be experiencing abuse and those who may know someone experiencing violence. It details how VAW shelters and transition houses offer services beyond an essential safe bed to sleep in, such as counselling, safety planning, and children’s programming. 

“We kept revisiting this insight that sadly all women share in terms of the lengths we go to just get home safely. But it really struck an emotional chord when we considered all of those women who don’t even feel safe once they get home,” said Nellie Kim, Partner, VP, executive creative director of lg2, the agency responsible for the campaign. “And we hope this will help those in need and really resonate with those who want to help anyone who is experiencing violence.” 

“This national awareness campaign is so important, especially as we continue to weather the covid-19 pandemic and are seeing increasing rates of gender-based violence,” said Lise Martin, WSC’s executive director. “Many people don’t realise that you don’t have to move into a shelter or transition house in order to receive services. You can call one for advice, safety planning, and counselling even if you’re not sure if you’re in an abusive relationship.”

The campaign directs viewers to ShelterSafe.ca, WSC’s national online directory of VAW shelters that enables women to quickly connect to their local shelter via an interactive map.

Featuring informational content across social media, broadcast and connected television, radio, and out-of-home placements, as the campaign rolls into Spring, WSC will be giving individual shelters, along with provincial and territorial shelter associations, the opportunity to customize some of the campaign assets for their own marketing and awareness-raising needs.

At the forefront of the multi-platform initiative is the release of a 60-second PSA that highlights the lengths every woman goes through to simply get home safely. However, the PSA switches to a thought-provoking conclusion that asks viewers to imagine how it would feel if you didn’t even feel safe once inside your home.

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Sheltersafe. More than shelter.
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Client

Advertiser: Women’s Shelters Canada

Creative Agency

Creative Agency: lg2

Executive Creative Directors: Chris Hirsch, Nellie Kim

Copywriter: Shea Banting-Hallford

Art Director: Laurissa Mallen

Director of Integrated Production: Ella Kovacs

Account Director: Casey Mendoza

Account Supervisor: Samantha Hume

Content Director: Rachael Abram

Content Strategist: Erin Guertin

Production Company

Production Company: Animals

Director: Yael Staav

Executive Producer: Miriana DiQuinzio, Chris Hutsul

DOP: Jon Staav

Production Service

Line Producer: Gillian Marr

Production Manager: Shannon Brand

Production Coordinator: Rebecca Bidner-Goldstone

Casting

Casting House: Powerhouse Casting

Casting Director: Andrew Hayes

Editorial House

Editorial House: Saints Editorial

Editor: Ross Birchall

Assistant Editor: Phoebe Lorimer

Editorial Producer: Emily McKay

Post Production / Transfer

Post Production Company: Company3

Colourist: Kath Raisch

Online

Online Company: Darling VFX

Online Artist: Lauren Rempel

Online Assistant: Russell Hanson

Audio

Audio Production Studio: Vapor Music

Creative Director: Joey Serlin

Voice Director: Karen Goora

Music Supervisor: Cody Partridge

Executive Producer: Kailee Nowosad

Sound Design: Kevin Chamberlain

Genres: People, Storytelling

Categories: Awareness, Corporate, Social and PSAs

lg2, Mon, 13 Jun 2022 15:05:40 GMT