Case Study: Canadian Women’s Foundation saves lives with TBWA Worldwide’s Signal for Help

Canadian Women’s Foundation drives 5 billion+ organic impressions with TBWA Worldwide

The Canadian Women’s Foundation faced a devastating surge in domestic violence during the pandemic lockdown, as victims had no safe or covert way to ask for help while being monitored. The vendor, TBWA Worldwide, was tasked with creating a tool that could be used to safely signal for aid under these constrained circumstances.

TBWA Worldwide created the Signal for Help, a simple, one-handed gesture designed to be used discreetly during video calls. The campaign successfully generated over 5 billion organic media impressions and was covered in 45 countries. Most importantly, the signal directly contributed to saving five real lives and drove a 2,550% spike in traffic to the Canadian Women’s Foundation website.

Canadian Women’s Foundation