2021 Winner

When disaster – like a pandemic – strikes, the incidence of gender-based violence increases. In abusive relationships, the abuser will monitor their partner’s devices, preventing them from reaching out for help. The Canadian Women’s Foundation and Juniper Park\TBWA found a way for women in danger to ask for help without leaving a digital trace. “Signal for Help” was created to be a silent, covert one-handed signal that someone can use on video calls to communicate that they need help. The sign was designed to be easily visible and understandable across cultures. PR was crucial to ensure people understood how to use and respond to the signal.

To that end, the agency created an instructional (and unbranded) social post, as well as a PSA to help educate people on its use. More than a third of Canadians (in a survey commissioned by the Foundation) said they saw information about the signal, which has since been adopted by 200-plus women’s organizations, across more than 40 countries. And what’s more, “Signal For Help” has been endorsed by emergency services, governments, law enforcement and health professionals around the globe. What began in Canada is now generally referred to as the “international sign for help for domestic violence.”

Credits

Chief Creative Officer: Graham Lang
Executive Creative Director: Jenny Glover
President: David Toto
Communications Manager: Joshua Burleton
Illustrator: Sam Bullis
Community Manager: Megan O’Malley
Director of Integrated Production: Nancy Rak-Swales
Studio Artist: Rubene De Sousa
Producer: Nina Buis
Editor: Natalie Trivino, Rob Reano
Developer: Kevin Ko
Developer: Steve Van Gelder

Canadian Women’s Foundation
Vice President, Public Engagement: Andrea Gunraj
Senior Director, Public Engagement: Sarah Ruddle
Manager, Public Relations and Online Engagement: Kate Hawkins