We worked from the insight that when a woman is raped, she will carry the experience with her for the rest of her life. When she’s blamed for it, it makes her situation even worse. So that’s what we showed.

Timeline: The spot was released on November 26th, 2016 which is the International Day for the Elimination of Violence Against Women. It ran until December 6th, the National Day of Remembrance and Action on Violence in Canada, which was established to commemorate the 1989 École Polytechnique massacre.

Placement: The spot was aired on social media (YouTube, Facebook) and on selected Canadian television stations.

Reach: 300 000+ views online to date and counting, without paid media. Aired over 1000 times on Canadian television stations between November 25th and December 6th, 2016

Engagement: Prompted 1185 uses of the unique campaign hashtag #NeverBlameTheVictim in two weeks.