IT’S TIME EDMONTON

“It’s time to notice, speak and act. Let’s end gender-based violence in Edmonton.”

In 2016, Edmonton City Councillors Bev Esslinger and Scott McKeen decided it was time to tackle gender-based violence: a violent assertion of power over another person due to gender or gender identity.

In order to effectively address gender-based violence within our city, it was essential that we develop a comprehensive understanding of both the power dynamics at play between people of all genders, and to understand the sensitivity and complexities of the issues. Parodos developed a foundational communications strategy for It’s Time, and provided writing, photography, creative direction and project management for the website.

We also produced a video to explain the basics of gender-based violence.

Finally, we built and managed the Facebook and Twitter accounts, and worked to change the conversation on a daily basis, while supporting survivors and educating bystanders, from 2016 to 2021, through the entire lifespan of the initiative.