Working with Victim Services Toronto, a non-profit supporting victims of crime and sudden tragedy, we helped expand the reach of the Ask for Angela program across Toronto.
We created a campaign that looked like everyday product advertising. Skincare, makeup and period care ads in transit and public spaces carried a coded message, designed to be recognized only by those who need it.
Alongside this, a series of films explored the internal dialogue of people in unsafe situations, the rationalizations, doubts and quiet negotiations that often go unseen. By bringing that experience to the surface, the films helped people in moments of crisis realize they are never alone.
Together, the work paired awareness with action. A simple phrase that can unlock real help, embedded into the places people already go. (2026)
Head of Creative: Glen D’Souza Creative Director: Kate Thorneloe Art Director: Amyna Jiwani Copywriter: Mariia Kul
Recognition
Lürzer’s Archive - Inclusion (2026)