What to know
- The “Ask for Angela” initiative lets people discreetly signal for help at participating locations by using a coded phrase.
- The expansion includes hidden messaging in everyday ads, a mobile map of safe locations, and partnerships that will train 8,000 additional staff across major venues like emergency services and several downtown hotels.
- The push comes ahead of the World Cup, as officials warn large-scale events can correlate with increased reports of gender-based and intimate partner violence.
Victim Services Toronto (VST) is expanding a safety campaign to support people experiencing gender-based violence in the city during the World Cup.
The ‘Ask for Angela’ campaign was first rolled out in Toronto in 2023, as an adaptation of a successful initiative launched in the U.K. in 2016.
As part of the initiative, people experiencing gender-based violence or exploitation could discreetly ask for help by asking staff at participating locations: “Is Angela here?” Staff are trained to recognize the phrase and redirect the person to appropriate support, including contacting the police if requested, VST, or connecting them with a guardian or friend.
The initial campaign, which was a partnership with Loblaw Companies Limited, trained staff at 225 local retail spaces, from Shoppers Drug Mart to Loblaws grocery stores, according to VST.
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Now, VST is expanding this safety initiative, making the support available in more locations and bringing more awareness of the campaign.
The new campaign includes:
- An out-of-home campaign with 72andSunny Toronto which will disguise the Ask for Angela messaging into ads for makeup, menstrual products and skincare. These will look like traditional ad posters, which will include a QR code that will take them to a website about the campaign and include VST support resources;
- New partnerships that will train an additional 8,000 staff and volunteers to recognize the Ask for Angela messaging. These will include staff in the CN Tower, PrEP Clinic, Toronto Paramedic Services, Courtyard by Marriott Toronto Downtown, Delta Hotels by Marriott Toronto, Hilton Toronto, Sheraton Centre Toronto, and Sunnybrook Health Sciences Centre.
- A mobile-first partner map that will help users locate Ask for Angela sites and connect them with VST resources.
The expansion aims to offer more support to those experiencing these kinds of violence, ahead of the World Cup, which will kick off in Toronto on June 12.
According to VST, major sporting events have been proven to increase gender-based violence reports, increasing the need for supportive services.
Chief Executive Officer of Victim Services Toronto Carly Kalish said in a statement that Toronto police record an average of 17,000–19,000 intimate partner violence reports per year, while data shows the numbers continue to increase year-over-year. With the World Cup expected to bring 300,000 fans to the city this summer, there might be an increased need for support.
“This summer’s influx of visitors and the expected vulnerabilities that come with it create an urgent need for Ask for Angela’s increased presence across Toronto, while also presenting a long-term, infrastructure-building opportunity to make pathways to help more consistently available, convenient, and approachable,” Kalish added.
