Goal
In an effort to cast a light upon the rising crisis of intimate partner violence, the Families First Society of Fort Saskatchewan sought to create a public service marketing campaign encouraging those in distress to finally speak out and ask for help.
These needs and goals were determined when staff members across multiple community partner organizations reported they were worried that in asking clients/patients the universal screening question, people would feel “singled out”.
Situational Analysis
The Families First Society of Fort Saskatchewan serves families in need through early childhood development assistance, parenting programs and family support. One such family support program focuses upon the prevention of intimate partner violence – a sobering yet secretive reality faced by numerous women and men of any age, sexual preference or socio-economical class.
Families First created a strategic alliance between 10 community partners committed to working together to support individuals and families experiencing intimate partner violence: Families First Society, Family & Community Support Services, Fort Saskatchewan RCMP, Alberta Heartland Primary Care Network, A Safe Place Women Shelter, Fort Saskatchewan Child & Family Services, Fort Saskatchewan Victim Services Unit, Fort Saskatchewan Community Hospital, Alberta Health Services – Public Health, and Community Initiatives Against Family Violence (CIAFV).
Unfussy Recommendations
A public service print campaign was deemed to be a critical component of a multi-year project called ‘Our Way Forward’, funded by Status of Women Canada as part of a project grant to reduce violence against women and girls in the community of Fort Saskatchewan and area, with the idea that ‘even though love is supposed to be blind, it doesn’t mean that we can’t see their pain’.
Output
Conceptual development, design, and production of a set of 7 posters with the idea of normalizing the use of the universal screening question.
Outcomes
This set of 7 posters was created with the idea of normalizing the use of the universal screening question. Members believed that if everyone knew they would be asked, one would not be offended when they were. The posters developed within this initiative were displayed in each of the Strategic Alliance members agencies or organizations, as well as others throughout the Edmonton area, serving to encourage many uncomfortable, yet critically important conversations.
