WHITE THING TO DO Startled by the domestic violence statistics in the letter from the Alberta Council of Women’s Shelters, we partnered with the organization with the hope that we could generate some much needed awareness of this often hidden and undiscussed problem in our community. Inspired by the white ribbon that represents domestic violence, we called our campaign “White Out Domestic Violence”.
WHITE KNIGHTS We took a two-prong approach to generating publicity coverage for domestic violence. First, we tapped into our well-established connections and garnered the support of 24 local celebrities for a public service campaign. Each participant donated their time and was photographed wearing a white shirt and their image was accompanied along with their personal statement against domestic violence in each creative execution.
THE WHITE STUFF Our “White Out Domestic Violence” public service campaign was a smashing success! In a rare occurrence of solidarity, 21 on-air celebrities from 11 major media outlets in Edmonton came together to become powerful voices for our campaign. The Mayor of Edmonton, who has never agreed to lend his image to a cause; the Head Coach of the Edmonton Oilers NHL Hockey Team and a player of the Edmonton Eskimos were also featured.
PURE WHITE Utilizing ECC as an important medium, we brought our public service campaign to life throughout the centre on extensive signage which exposed our message to 624,000 shoppers and 10,500 online. Additionally, many of our media personalities even posted their individual campaign image on their individual stations’ website.
WHITE OUT DOMESTIC VIOLENCE On June 6th we executed our second PR prong. Under yards of white fabric cascading from ECC’s skylights, we hosted a large-scale media launch, which where we proudly announced our partnership with ACWS. Speakers included: the Mayor of Edmonton, Provincial Coordinator of ACWS, a spokesperson from our shopping centre and 22 celebrities featured in our public service campaign.
WHITE HOT TOPIC Edmonton media rallied around our cry to white out domestic violence and provided us with phenomenal positive coverage. Following the news conference, all speakers were interviewed by attending media outlets that included the 5 local TV stations, 2 radio stations and the city’s major daily newspaper.
Edmonton City Centre is producing four major events:
Celebrities on Domestic Violence: For Immediate Release:
Everyone deserves a life free from violence. - Mayor Stephen Mandel, City of Edmonton
Edmonton, May 20, 2011 – Edmonton City Centre is partnering up with the Alberta Council of Women’s Shelters to White Out Domestic Violence during the month of June and you are invited. Domestic violence is an epidemic in our country and Alberta has the dubious honour of having one of the highest rates of domestic violence homicides in Canada. “At least one to four children in every classroom in Alberta will see their mother abused. Imagine that,” says ACWS Provincial Coordinator Jan Reimer. Studies have shown that 70% of children who witness their mothers being abused are also physically abused. Each year approximately 12,000 women and children fleeing domestic violence seek refuge from abuse, pain and fear at one of the 43 ACWS member shelters in our province. Each year ACWS shelters help 12,000 women and children stay alive.
No one, woman or man, should ever have to live in fear. - Carrie Doll, CTV News It simply has no place in the home or the heart. - Daryl McIntyre, CTV News
Tom Renney EDMONTON OILERS
Aaron Fiacconi EDMONTON ESKIMO
Stephanie Barsby CBC NEWS
Carrie Doll & Daryl McIntyre CTV NEWS
At least one to four children in every classroom in Alberta will see their mother abused. The statistics are astounding and the fear and pain these women and children live in is shattering. That is why Edmonton City Centre is proud to partner up with the Alberta Council of Women’s Shelters to raise awareness and funds to help put an end to domestic violence in our communities. The White Out Domestic Violence campaign will take place throughout the month of June and will highlight several big events including White Space, Doing the White Thing, White of Way, and White Night. “These events are like no other,” says Greg Burns, Marketing Manager for Edmonton City Centre. “We are working in creative ways to add to the downtown experience and this fits into our mandate of making downtown more vibrant and more supportive of our community,” says Burns. White ribbon, a symbol for ending domestic violence, will be used as a theme in downtown décor and displays.
About Edmonton City Centre:
Because every human deserves to live a fear free life. - Dylan Wowchuk, Virgin Radio Domestic violence has a cyclical impact on family. - Rob Pepper, Virgin Radio Domestic violence threatens the family unit and undermines society as a whole. - Rob Christie, Capital FM Don’t look away, just because you’ve never experienced it. - Audie Lynds, Capital FM Jennifer Crosby & Shaye Ganam Gord Steinke GLOBAL NEWS GLOBAL NEWS
Sudha Krishnan OMNI NEWS
Terry Evans, Steve Zimmerman, Rob Christie & Audie Lynds & Bill Cowen | K-97 CAPITAL FM
Todd Babiak EDMONTON JOURNAL
Partnering with the Alberta Council of Womens’ Shelters is part of the Edmonton City Centre vision to add to the urban experience of making downtown more vibrant and more supportive of our community. Edmonton City Centre is the only regional downtown shopping centre and houses 170 retail shops and services on 4 floors and 808,336 sq. ft. of retail space. An additional 6,000,000 sq. ft. of pedway-connected office space provides a daytime consumer base that is just steps away from an amazing shopping experience. The development of the centre has brought excitement to Edmonton’s downtown by bringing in prime retailers who are unmatched in the urban marketplace. The centre is now the only colorful, contemporary and exciting urban retail environment in the heart of Edmonton. The centre has several anchors including a 2-level Bay, a nine screen Empire Theatres, a top producing Winners, World Health Club, and an Atmosphere/Sport Chek combo store.
We do not want to pass this torch! - Aaron Fiacconi, Edmonton Eskimos You should feel safe in your own home and with your family. - Stephanie Barsby, CBC News
For more information please contact:
Everyone on this earth deserves to be safe from harm. - Paul Brown, The Bear What scares me about domestic violence is the perpetuating cycle. - Yukon Jack, The Bear No one should have to live in suffering and silence. - Gillian Foote, The Bear
Greg J. Burns BPR Marketing Manager, Edmonton City Centre
Domestic violence is UNACCEPTABLE! - J’lyn Nye, Joe FM
[email protected] Office: (780) 426-8406 | Cell: (780) 920-2637
Education, at every level, seems the only solution. - Todd Babiak, Edmonton Journal
Rob Pepper & Dylan Wowchuk J’lyn Nye VIRGIN RADIO JOE FM
A media kit was distributed following our media launch and a downloadable version was posted on the ECC and ACWS websites. The kit detailed the 4 components of our multi-layered event that were intended to generate awareness, funds and much needed clothing for the women’s shelters supported by ACWS.
We hear countless stories of domestic violence perpetuating itself generation to generation. We need to stop this cycle. - Ryan Jespersen, CityTV
Too many children see violence around them and think it’s the norm. - Sudha Krishnan, Omni TV
In a rare occurance, many of the major media outlets in Edmonton have come together to give White Out Domestic Violence a boost. They are joined by Mayor Stephen Mandel, the Edmonton Oilers and the Eskimos – all adding their voices to our campaign to end domestic violence in our communities. “We must recognize it for what it is and take a stand against it when we know it is happening,” says Mandel. ECC’s White Out Domestic Violence campaign is exactly that – it’s an effort by all involved to raise awareness and put an end to the suffering of thousands of Alberta women and children. “It is an outstanding campaign that should be embraced by all our citizens as active participants,” ads Edmonton Oilers Head Coach Tom Renney.
WHITE MATERIAL
Domestic violence destroys families and lives. - Gord Steinke, Global News
The frightening thing about domestic violence is how hidden it can be. - Jennifer Crosby, Global News Domestic violence continues to be a major problem in our society. - Shaye Ganam, Global News
No one should be afraid in their own home. - Terry Evans, K97 It can happen to anyone. - Steve Zimmerman, K97 There are people who have survived it and they want to help. - Bill Cowen
Bridget Ryan & Ryan Jespersen Paul Brown, Gillian Foote & Yukon Jack | THE BEAR CITY TV
About Alberta Council of Womens’ Shelters Alberta’s domestic violence shelters are the front-line experts on issues relating to family violence against women and children. The Alberta Council of Women’s Shelters (ACWS) is an umbrella, volunteer, non-profit organization of 43 member sheltering agencies across the province. ACWS conducts action-based research projects, organizes training for frontline shelter workers and generates awareness about issues related to domestic abuse. For more information, please visit www.acws.ca
Our community is equipped with professionals, and the mechanisms to help. - Tom Renney, Edmonton Oilers Mayor Stephen Mandel CITY OF EDMONTON
803 TD Tower, 10088–102 Avenue, Edmonton, AB, T5J 2Z1 www.edmontoncitycentre.com
THE WHITE COVERAGE In total, we achieved 41 hits of publicity including 44 minutes of television. This is an exceptional achievement given there are only 5 local TV stations and all provided multiple stories, keeping a subject that usually only receives press when domestic violence results in death or serious injury, front and centre over the entire period of our program.
IN BLACK AND WHITE We also received 3 articles of print coverage including an article in the Edmonton Journal Style Section, and 17 hits of online publicity that included 4:50 minutes of online video footage.
Visit edmontoncitycentre.com to learn about more WhiteOut events. IN SUPPORT OF:
ALBERTA COUNCIL OF WOMEN’S SHELTERS
WHITE SPACE A comfortable lounge dubbed “White Space” was set-up in our Centre Court where counselling services and materials on domestic violence were made available. It also served as a depot for the collection of 90 bags of gently used clothing for women in shelters supported by ACWS.
WHITE OF WAY On June 13, over 500 individuals took time from their lunch hour to stand in solidarity with victims of domestic violence by joining our human chain of white ribbon that wove its way through the centre. CTV and Global TV covered the event generating additional publicity coverage on their evening newscasts.
WHITE NIGHT We further shone the light on our cause by hosting, “White Night”, an after work fundraising cocktail party. The evening featured a fashion presentation of the hottest summer white fashions from our retailers, speakers on domestic violence and a silent auction. The event was covered by 2 local fashion bloggers.
WHITE RIBBON DESIGNS The highlight of our cocktail party was the presentation of original designs inspired by the white ribbon representing domestic violence. Twelve local designers donated their time to fashioned one-of-a kind dresses, which were auctioned off, contributing to the $5,000 raised by our event for ACWS. The dresses were featured on the CTV News at Noon and in the Edmonton Journal Style Section.
From:PatVargas[
[email protected]] Sent:Wednesday,July13,20112:15PM To:GregBums Subject:RE:WhiteOutDomesticViolencecampaign
Greg
ThankyoufortheinformationaboutthesuccessoftheWhiteoutcampaign,Iwillforwardtheinformationtomyboardofdirectors.ltwouldbegreatifyoucansendmeallyourcontact information…lwouldliketoincludeyouinourbreakfastlist(everyyearwehaveanawarenessbreakfastattendedby200people,itsbyinvitationonlyandthereisnocharge;itisourthank youtodonorsandmembersofthecommunitythatsupportoureffortstoendviolence). Greg,assheltersweoperatewithverytightbudgets,ASafePlacehasnotbeenabletohaveanEducationpositionforseveralyearsduetolackofavailablefunding.Ourfundraising initiativesgotowardsprovidingservicestothe800womenandchildrenweserveonayearlybasis.Therefore,forouragencyitisinvaluableanycontributionthatthecommunitydoesto raiseawareness.Yourcampaignsurpassedanyexpectationsanditprovidedvaluableandneededfocusonanissuethatimpactsourcommunityinthemostnegativeplace.Iamvery thankfulforyourdedicationandpassiontowardsthisissue.Onbehalfofthewomenandchildrenweserve,ourboardandourstaff,thankyou.
PatVargas,MBA ExecutiveDirector ASafePlace SherwoodPark,AB From:GregBurns[mailto:
[email protected]] Sent:Tuesday,July12,20116:07PM To:'
[email protected]' Subject:WhiteOutDomestIcViolencecampaign
Pat ItwasapleasuretopartnerwithyouandASafePlace.HerearetheresultsoftheWhiteOutDomesticViolencecampaignwhichwasahugesuccessduetoyourinvolvement. InJunewelaunchedtheWhiteOutDomesticViolencecampaigninsupportoftheAlbertaCouncilofWomen'sShelters,whichsawthreemajoreventsoverthreeweeks.Thiscampaign incorporatedsocialmedia,whitedecorthroughoutthemall,amediaconference,thelongesthumanchainofribbon;aclothingdrivefortheWomen'sSheltersandwrappedupwithacocktailparty andfashionshow.TheshowincludedCityCentreretailersandtenindependentdesignerswhowereaskedtocreateadressforEdmontonCityCentre'sWhiteOutDomesticViolencecampaign. Torepresentthethemeofthecampaign,theirinspirationwaswhiteribbon. WewereamazedatthelevelofsupportandcommitmentthattheEdmontonmediaandnotableEdmontonianswhocametogethertosupportthisworthycause.Thiswasunprecedentedinaworld wheremanyoftheseindividualsarebombardedwithongoingrequestsfromotherorganizations.Thistrulywasarareoccurrence.SomeofthenoteworthyEdmontonianswhowereinvolved included: MayorofEdmontonͲStephenMandel EdmontonOilersHeadCoachͲTomRenney EdmontonEskImosPlayerͲAaronFianccioni
Televisionnewsanchorsfrom: CTVNewsincludingLloydLewis,VicePresident&GeneralManager,CTVEdmonton&AccessTelevision CBC CityTV
THE WHITE STUFF We successfully generated mass media exposure valued at over $500,000 which was of significant value to the ACWS as they have $0 marketing or communication budget. Our campaign also helped lay the groundwork for other partnerships for the ACWS including the creation of the Family Business Connect partnership with the City, which was the result of the Mayor’s participation in our public service campaign.
