The “More Than” National Awareness Campaign is an advocacy initiative created by Women’s Shelters Canada (WSC) that is dedicated to illustrating how violence against women (VAW) shelters and transition houses are “More Than” shelter.
The campaign is both for women who may be experiencing abuse and those who may know someone experiencing violence. It details how VAW shelters and transition houses offer services beyond an essential safe bed to sleep in, such as counselling, safety planning, and children’s programming. The campaign directs viewers to ShelterSafe.ca, WSC’s national online directory of VAW shelters that enables women to quickly connect to their local shelter via an interactive map.
Featuring informational content across social media, broadcast and connected television, radio, and out-of-home placements, “More Than” is an exciting and fully integrated campaign. At the forefront of the initiative is the multi-platform release of a 60-second PSA that appears to be about how women employ various methods to get home safely. However, the PSA switches to a thought-provoking conclusion that asks viewers to imagine how women feel if they don’t feel safe once they get inside their home.