Women's shelter group conducts Window Project campaign
The Ontario Association of Interval & Transition Houses, an organization of women's shelter advocates, has begun a holiday season campaign called "The Window Project" in association with Toronto shelter Yellow Brick House. Developed by FCB Toronto, the initiative seeks to raise funds and awareness of the increase in domestic violence against women during the holiday season. It makes use of a store window display in downtown Toronto that will remain in place from Dec. 6 to 13. The window displays a family of mannequins having a holiday meal, during which the male figure periodically strikes the female figure. Copy on the window encourages pedestrians to make a donation by text message, which stops the animatronics for 60 seconds.
"The holidays can be a confusing time for women in abusive relationships, especially when there are children involved," said Charlene Catchpole, chair of the board at OAITH. "Many women put on a good face and project an image of stability to keep the holidays a happy time. Our hope is that this campaign will break the lingering culture of silence that exists around violence against women."