CONTEXT

Doors Open Toronto is a rare opportunity to explore what goes on behind the doors of some of the city’s most fascinating spaces. The biggest of its kind in Canada, the event has become a cherished tradition for both residents and visitors.

INSIGHT

The pattern of domestic violence and femicide is one that happens behind closed doors. Every 48 hours in Canada, a woman or girl is killed — most often by a man she shares a home with.

SOLUTION

During Doors Open, when people seek out what’s usually hidden, we revealed the femicide emergency taking place behind closed doors in Canada. The campaign was launched through an installation at City Hall (a popular Doors Open site) before rolling out across the GTA through out-of-home billboards. Leveraging the purple ribbons of domestic violence, we started a movement where people showed their support by displaying our version on their front doors. With the support of influencers, an industry event, and radio, the campaign was amplified for an even wider reach. The result was over 42 million impressions, 41 online and broadcast hits, and over 500k social impressions.