The Solution

PR Associates developed an extensive media relations and public communication strategy to increase public knowledge of the signs of abuse against women, targeting Ontario Friendship Centres, Métis Councils, women’s shelters and First Nations service providers to encourage support in providing appropriate services to people experiencing or witnessing domestic abuse. PR Associates researched and targeted key mainstream, First Nations and online media to ensure broad distribution of these messages over a two-year period.

What were the primary challenges to Kanawayhitowin’s external communication?

• No E-Newsletter or media page on current Kanawayhitowin website
• Need more diversified spokespeople
• No collateral material
• Did not communicate with local healthcare providers

How can we broaden the reach to engage the general public?

The team at PRA created a comprehensive plan to inspire dialogue and engagement and raise awareness and understanding about programs relating to violence against Aboriginal women. Specifically:

• The campaign focuses on four communities in Ontario with high incidences of violence against Aboriginal women. The first community was Thunder Bay, where PR Associates conducted initial on-the-ground research and public awareness building by visiting local media and relevant organizations to assess awareness and understanding about programs relating to violence against Aboriginal women
• Once the initial research was conducted, PR Associates developed and delivered a media training program designed to prepare local Kanawayhitowin facilitators for media interviews
• Following media training, PR Associates organized a Kanawayhitowin program launch at the local Friendship Centre followed by a press conference which was attended by local newspapers, television and radio stations