Women and Gender Equality Canada
It's Not Just
The creative challenge
People across Canada face violence because of their gender, gender expression, gender identity, or perceived gender. This is called gender-based violence (GBV) – but many think GBV only applies to physical violence against an intimate partner. Women and Gender Equality Canada approached Banfield to create an awareness campaign to help Canadian youth see all forms of GBV for what it is.
The solution
To address this, we created the It’s Not Just national awareness campaign. In collaboration with youth-serving partner organizations, It’s Not Just seeks to empower youth (14-24) in Canada to call out and help end the behaviours and attitudes contributing to GBV. The campaign provides young people with the supports they need to get help for themselves or people they know.
This campaign has come to life through social posts, videos, youth-focused resources, teacher and parent guides, and learning modules developed in collaboration with youth leaders and NGOs aimed at empowering youth.
Services I provided
- Copywriting
- Scriptwriting
- Web content
- Strategy
Understanding Consent
The client requested a video that teens between the ages of 14 - 18 could relate to in order to understand the difficult concept of consent. I came up with the analogy of borrowing a friend’s favourite sweater to help them understand the premise of seeking permission without making the subject matter uncomfortably sexual for the audience. This idea was something I believe any young person could identify with regardless of their economic status or background. I developed the script for this video, which has been used online and in educational settings to help teens and youth approach gender-based violence and consent in a way that meets them where they are.
Real-world scenarios
In dangerous and difficult situations, young people are often unsure how to act or respond. Sometimes, they may not even realize that the situation they’re in is unsafe. To help them gain practical, real life understanding of uncertain or uncomfortable situations, we created a series of real-life scenarios that youth can use to navigate GBV. Below are four scenarios that I created with illustrations created by Art Director, Katrin Emery.
