2021 Winner

During the pandemic, many women were trapped in their homes with their abusers, resulting in an increase of 25% in domestic violence in Canada. Interval House, a shelter for abused women, wanted to help. It created a lifestyle website, with help from Union, that transformed from a regular-looking beauty and fashion site to a life-saving resource at the click of the “escape” button. When hitting the key, articles like “Essentials for Everyday Life” changed to “Essentials When Running for Your Life.”

Micro-targeted ads on Pinterest helped women discover the site (without alerting their abusers), and outlets like Elle Canada and CityLine helped get the word out to more women. Visitors spent an average of more than fve minutes engaging with the site, more than double the average, resulting in a 89% jump in women reaching out for help.

Credits

AGENCY: UNION
Chief Creative Officer: Lance Martin Executive Creative Director: Adam Thur
Executive Creative Director: Rica Eckersley
Art Director: Adam Thur
Art Director: Adrian Stiegler
Copywriter: Rica Eckersley
VP, Integrated Production: Jen Dark
Integrated Producer: Carolyn Mitchell
Photographer: Jonathan Lajoie
Studio Manager: William Leung
Director, Digital Production: Jan Kanhai
Front End Developer: Scott Duncan
President: Catherine Marcolin
Group Account Director: Kristine Lafreniere
Account Manager: Bianca LaPenna
Strategist: Jocelynn Rennie
VP, Group Media Director: Cherie Raymond
Associate Media Director: Samantha Marion