What's New

This year, as part of the Assaulted Women's Helpline 20th Anniversary, we are very proud to launch a major public awareness campaign entitled "Names". Our initiative focuses on the issue of verbal abuse with a powerful TV commercial that is guaranteed to get people talking and thinking.

The ad, which is set to original music, depicts women from a variety of backgrounds being labeled using the words "stupid bitch, slut, lazy cow and lying whore". The end phrase reads: "If you heard everyday, you'd believe it too." Emotional and psychological abuse is experienced by over 31% of the Assaulted Women's Helpline's callers and can be the first stage of abuse in an escalating cycle of violence for some women. It is imperative that we raise awareness for the public to know that verbal abuse is still abuse.

The commercial was launched at our May 6th "Celebrate the Women in Your Life" gala and met with resounding applause, accolades and tears. We will be launching a print component to our awareness campign later this year.

The entire project was generously offered by the talented team at Leo Burnett Toronto and their suppliers. Everything from creative development to production was completely donated. "When the Assaulted Women's Helpline approached Leo Burnett to undertake this pro bono project, it was very hard to refuse." said Kelly Zettel and Arthur Shah, joint Creative Group Heads at Leo Burnett. "It presented both a fantastic creative opportunity as well as the chance to raise AWHL's awareness amongst Ontarians in a dynamic and meaningful way."

It is both remarkable and impressive how the team at Leo Burnett and their suppliers, Radke, Crush, Panic & Bob, Eggplant, Fade to Black, MIJO as well as the talented performers in the commercial pulled the project together so professionally. The Assaulted Women's Helpline extends our sincere appreciation for the time, talent, resources and passion that went into this important effort!

We are confident that the commercial will remind women of how prevalent and distructive verbal abuse really is and inspire them to seek help from the crisis line.

Credits: 

LEO BURNETT (Agency) 175 Bloor St. E. 12th Flr. Toronto, Ontario
Judy John Israel Diaz Kelly Zettel Arthur Shah Melanie Palmer Edith Boyland Ryan Bernal Graham Bowman	Creative Director Co-Creative Director Art Director Copywriter Producer Traffic Account Director Print Production
RADKE FILMS (Production House) 125 George St. Toronto, Ontario M5A 2N4
Scott Mackenzie Scott Smith Henry Lu Helge Gerull Harland Weiss	Executive Producer Production Manager Director Director of Photography Producer
PANIC AND BOB (Edit House) 312 Adelaide St. W. 2nd Flr. Toronto, Ontario M5V 1R2
Sam MacLaren Michelle Czukar Edgar	Executive Producer Editor Assistant Editor
CRUSH (Post House) 439 Wellington St. W. 3rd Flr. Toronto, Ontario M5V 1E7
Rodney Dowd
THE EGGPLANT (Music House) 236 King St. E. 2nd Flr. Toronto, Ontario M5A 1K1
Rocco Gagliese Nikki Servos	Music Producer Coordinator
FADE TO BLACK (Casting) 847 Adelaide St. W. Toronto, Ontario
Michael Stevenson	Casting Director

If you would like more information on our awareness campaign, please contact Sandra Diaz, Manager of Resource Development at sdiaz@awhl.org or (416) 364-4144 x236.

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