Optimism Place

Challenge

Optimism Place needed to increase awareness of intimate partner violence across Perth County, where more than 600 related police calls occur each year. Many residents believed abuse happened elsewhere or only when it became physical, which meant emotional or controlling behaviour was often minimized or misunderstood.

The non-profit organization required a visible, community-focused campaign that would help women identify early signs, encourage them to seek support sooner, and give the community clear guidance on how to respond safely.

Insights

Through community research, workshops and interviews, Intent identified several factors that continue to limit early recognition and support:

• Abuse is often seen only as physical violence, which leaves subtle warning signs overlooked
• Women may delay seeking help because they fear judgment or do not think their situation is serious enough
• Friends, neighbours, employers, and service providers often see signs first but lack clear guidance on how to respond
• Awareness needs to appear in everyday physical environments, since searching online may be unsafe for women who are being monitored
• Trusted local networks play a critical role, including businesses, volunteers, and workplaces

These insights shaped a strategy to increase visibility, build understanding, and activate a broad network of allies across Perth County.

Solutions

Intent developed Not ok. as a bold and research-informed awareness campaign. The work focused on:

• Reframing the issue by showing intimate partner violence as a pattern of controlling behaviours, not only physical harm
• Scenario-based creative that reflects real situations identified through interviews and workshops
• Tools that guide real action, including ally tip sheets, workplace kits, and community materials
• A dedicated campaign microsite offering clear guidance for individuals, workplaces, and women seeking support
• Community-wide involvement from businesses, workplaces, volunteers, and media partners

This approach turned a complex, often invisible issue into something the whole community could recognize, talk about, and act on safely.

Impact

At the launch of the campaign, the following outreach activities were already underway:

• 14,000 print materials were beginning distribution
• 10 pull-up banners were installed
• 9 rink boards were placed
• 6 digital signs were live
• 5 newspaper ads ran
• 2 months of radio ads were scheduled to air
• 2 radio interviews were completed
• 8 newspaper articles were scheduled for publication

These early placements create broad initial visibility across Perth County and establish the foundation for ongoing community engagement.