Optimism Place

Challenge

Optimism Place Women’s Shelter & Support Services needed to address a crisis hidden in plain sight. Perth County experiences more than 600 police calls each year related to intimate partner violence, yet awareness of the issue and where to turn for help remain limited. Many community members believe intimate partner violence is something that happens elsewhere or only exists in its most visible, physical forms.

Women experiencing abuse often do not recognize early warning signs. Friends, neighbours, and employers notice concerning behaviour but do not feel confident responding safely. In small communities where privacy is highly valued, intimate partner violence is rarely discussed openly, which makes it difficult for women to reach out early and for those around them to know how to help.

Optimism Place needed a community-driven awareness campaign that would educate the public, reduce stigma, equip allies, and make the invisible visible while supporting the ongoing safety of the women they serve.

Insights

Through research and conversations with frontline staff, law enforcement, community workers, and individuals with lived experience, Intent identified the key barriers to early recognition and support:

• Abuse is often misunderstood. Early signs are usually emotional or controlling rather than physical.
• Women delay seeking help. Many fear judgment or believe their situation is not serious enough.
• The people around women play a critical role. Friends, neighbours, employers, and service providers often see signs first.
• Grassroots visibility is essential. Women may not search online for help, so awareness must appear in everyday environments.
• Trusted community networks amplify credibility. Campaigns spread further when workplaces, volunteers, and local businesses participate.

These insights shaped a strategy focused on building a county-wide network of allies who recognize the signs, know how to respond, and understand that Optimism Place is here long before a crisis.

Solutions

Intent developed Not ok. as a bold and research-informed awareness campaign that clearly flags the early signs of intimate partner violence. The campaign was designed to help people recognize concerning behaviour, understand how to support someone safely, and know that help is available whenever they need it.

Intent delivered an integrated solution that included:

• Clear strategic and messaging frameworks informed by community research
• A compelling creative concept that highlights subtle warning signs in everyday scenarios
• Carefully selected outreach tactics designed to ensure safety for women who may be monitored or isolated
• A suite of practical materials designed for workplaces, businesses, and public spaces
• A campaign microsite that provides clear guidance for individuals, workplaces, and women seeking support
• County-wide activation supported by volunteers, local businesses, community partners, and media
• Easy ways for individuals to share materials and help spread awareness within their own networks
• Full coordination of print production, digital assets, and on-the-ground rollout

This approach created a unified campaign that is visible, accessible, and supported across the community through local businesses, workplaces, volunteers, and partner groups. Perth County now has the tools needed to recognize concerns, support someone safely, and take action when something is not ok.