Cannes Lions
JUNIPER PARK\TBWA, Toronto / CANADIAN WOMEN'S FOUNDATION / 2021
Overview
Entries
Credits
Execution
The film features a woman who asks her friend for a banana bread recipe over a video call before casually giving the Signal for Help: hand facing the camera, fingers extended with the thumb tucked into the palm and then bringing the fingers down over the thumb.
Throughout the video call, a man is shown to be shadowing the protagonist in the background – demonstrating the reality many at risk of gender-based violence face during lockdown as their communications are controlled and monitored.
It is meant to signify how the signal can be used in-situ by those in danger of facing violence, and how an individual can respond to the call for help. It finishes with a link to the Canadian Women’s Foundation’s resource page and social toolkit, where viewers can retrieve more information.
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