“We don’t have gender equality. Let’s change that.”
In 2014, a damning report was released that ranked Edmonton as the worst place in Canada to be a woman. From unequal pay, to street harassment, to lack of representation in municipal politics, Edmonton women face a lot of challenges.
The City of Edmonton recognized the problem and launched a Council-led initiative to address women’s issues in our city, and to advocate for change. We were brought in at the very beginning of this initiative as communications consultants, and we continue to serve as the chief communicators for this project.
We count our comprehensive foundational communications strategy for this initiative as some of our very best work, and it has become the bible for how we engage with Edmontonians, as well as how we position the initiative in what is a most challenging environment. We are proud to have received an IABC Award of Excellence for this work.
In order to provide evergreen content that served the needs of the client and the community, we wrote and produced several animated explainer videos to answer some of the most common questions that were being asked of the Initiative: “What do you mean by Feminism?” “What is the Women’s Initiative?” and “What is GBA+ training?”