When disaster strikes, the incidence of gender-based violence increases. It’s a documented fact all over the world. The pandemic is a disaster on a global scale, and the social isolation measures necessitated by it increase the danger and risk for those in abusive relationships as their communications are controlled and monitored. The Canadian Women’s Foundation was bracing for a surge in gender-based violence in Canada in March 2020, where 1 in 10 women were very concerned about the possibility of violence in the home during the pandemic. As one of the world’s largest women’s foundations, the Foundation was uniquely positioned to act quickly, and with credibility in response to this crisis. The objective was to interrupt the increase in gender-based violence by inventing, deploying, and promoting a tool that would be potentially live saving to women in danger during lockdown.

We knew from international data that gender-based violence will surge in times of crisis. With this as our starting point, we sought to find a way to interrupt the violence. Our strategic unlock was inspired by our collective and near-instantaneous shift to video calls. During lockdown, our mobile devices became a way to reach outside of our home and communicate. At this time, people’s attention to social media and sense of community and empathy towards the wellbeing of others was also heightened. We capitalized on these behavioural changes and created a new method of communication for women to ask for help when at risk of violence. One that was not in conflict with other hand signals and international sign languages. The signal and toolkit were designed to be unbranded and simple, allowing it to be easily understood, adaptable, translatable, and scalable by individuals and organizations globally.

On April 14, 2020, an instructional social post (#SignalforHelp) designed to demonstrate the two-step process went live on the Foundation’s social channels. The post linked back to the Foundation’s website, where everyone could access a downloadable social toolkit and FAQs available in English, French, and Spanish.

On May 13, 2020, we followed with a PSA demonstrating how Signal for Help can be used in-situ. The PSA was later showcased on Canadian TV networks – CTV and CBC – via donated media, and went viral after organically making its way to TikTok on June 6, 2020.

To ensure people on the receiving end would know how to act and what action to take when they saw the signal, we developed and launched hundreds of local resource hubs in partnership with women’s organizations and governments around the world. For example, the Women’s Funding Network in the US and Fundacion Mujeres in Spain.

Signal for Help has become a symbol in the fight against ending gender-based violence. It has been adopted and institutionalized by 200+ organizations around the world including women’s organizations, helplines, police forces, and governments, who have made local resources available in 40+ countries and translated it into 20+ languages. Three months after launch, an independent Canadian survey revealed that 96 out of 1,509 people said they had used or seen it used directly. It has garnered over 1 billion organic impressions across earned and social media, with 350+ news hits in outlets such as Vogue and SkyNews, and 10m+ social engagement including shares by the likes of Billie Eilish. The Canadian Medical Association Journal featured it as a tool to help those at risk during the pandemic and it is now generally referred to as the “international sign for help.” Contributed to an 125% increase in website traffic to Canadianwomen.org.