“It’s time to notice, speak and act. Let’s end gender-based violence in Edmonton.”
Reducing violence depends on understanding the complex social patterns and structures behind it — structures that are very different depending on the type of violence and those who participate in it. In 2016, Edmonton 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 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.