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.

Visibility and Reach

In its first three months, Not ok. did more than launch. It embedded itself into the daily life of Perth County.

14,000 campaign materials were distributed across Perth County. Posters, postcards, tip sheets, rink boards, and digital signage now appear in workplaces, arenas, businesses, and community spaces. The message is visible where people gather and make everyday decisions.

Media coverage expanded the reach further, generating 15 newspaper articles and 5 radio interviews. The campaign became part of the regional conversation, helping move intimate partner violence from something whispered about to something openly named.

Online engagement showed that visibility translated into action. The campaign website welcomed 762 individuals seeking information, resources, and guidance on how to respond safely.

Social platforms amplified the message across age groups and networks, delivering 194,815 Facebook impressions with 15,022 engagements, alongside 112,904 Instagram page views and 2,514 post interactions. The campaign did not sit quietly. It travelled.

Community Impact

Most importantly, it changed behaviour.

After encountering Not ok., a woman with lived experience of intimate partner violence was inspired to organize a half marathon in support of Optimism Place. Her fundraising goal was $2,500. She raised $13,780. The campaign did not speak for her. It created language she could use.

Other women with lived experience have stepped forward to distribute materials, choosing to carry the message into workplaces and community spaces. When survivors feel represented accurately and safely, they participate. That participation is impact.

In its first phase, Not ok. shifted the conversation from reaction to recognition. It helped the community see early warning signs, understand patterns of control, and recognize that abuse does not begin with physical violence.

The campaign did not simply raise awareness. It gave Perth County shared language, practical tools, and visible permission to act sooner.