Canadian Women's Foundation

Paulette Senior, CEO
Andrea Gunraj, Vice President, Public Engagement
Sarah Ruddle, Senior Director, Public Engagement

Juniper Park -- TBWA *Lead Agency

Jill Nykoliation, CEO
Eve Remillard-Larose, CEO
David Toto, President
Jenny Glover, Chief Creative Officer
Graham Lang, Chief Creative Officer
Sasha Newton, ACD Copywriter
Gira Moin, ACD Art Director
Rubene De Sousa, Studio Artist
Anne Legrand, Senior Account Director
Melanie Stevens, Account Supervisor
Steve Emmens, Managing Director, Integrated Production
Olivia Hannigan, Broadcast Producer
Cynthia Cyr, Integrated Producer
Nancy Rak-Swales, Director, Integrated Production
Walter Medeiros, Studio Manager
Kevin Ko, Developer

Skin and Bones

Joan Bell, Executive Producer
Kelsey Larkin, Director
Scott McClellan, Director of Photography

Alter Ego Post

Hilda Pereira, Executive Producer
Andrew Tavares, Producer
David Whiteson, Senior VFX Artist
Darren Achim, Senior VFX Artist
Patrick Samaniego, Colorist
Victoria Gaston, VFX Assistant

Touche Media

Karine Courtemanche, CEO
Raquel Capovilla, Digital Associate Director
Angela Traiber , Digital Buyer

Tam-Tam TBWA

Manuel Ferrarini, VP, Creative Director
Olivier Charlebois Campbell, Writer
Geneviève Dussault, Producer
Josée Canuel, Group Account Director
Mary Mo, Senior Account Executive

While the original campaign made the Signal for Help known to 1-in-4 Canadians, we needed more awareness and more people to respond when they see it. In turning the signal into the actual CTA by translating the gesture into a text number, we increased awareness while telling people: getting involved isn’t difficult. One text linked them to simple, reassuring information that armed them to go from reluctance to responders. In the end we generated 2+ billion organic impressions, shifting awareness from 26%-41% and getting 42,000 to sign up as Responders.