Victim Services Toronto, a charitable organization in Toronto, is broadening its efforts to assist survivors of gender-based violence in anticipation of the FIFA World Cup attracting numerous visitors to the city. The organization recently announced the expansion of its “Ask for Angela” initiative, a trauma-informed safety program first introduced in the Greater Toronto Area in 2023. This initiative enables individuals facing gender-based violence or exploitation to discreetly seek help at designated locations by using the code phrase: “Is Angela here?”
Carly Kalish, the CEO of Victim Services Toronto, emphasized the importance of reaching out to individuals in various innovative ways and locations where they may find themselves alone. The initiative’s expansion precedes Toronto hosting six World Cup matches starting in June, as the organization aims to create safe spaces due to the potential rise in gender-based violence during major sporting events.
The “Ask for Angela” program has been implemented in over 225 local retail establishments, including Loblaw and Shopper’s Drug Mart stores. Staff at these locations are trained to recognize the code phrase and follow a specific protocol to connect individuals with trauma-informed support services.
During a press conference, Kalish revealed that Victim Services Toronto has forged new partnerships with retail, hospitality, healthcare, transit, emergency response, and tourism sectors to train an additional 8,000 staff and volunteers. Among the new partners are prominent organizations such as the CN Tower, Hilton Toronto, and Toronto Paramedic Services. These collaborations aim to establish direct pathways to crisis support in everyday settings across Toronto.
Furthermore, the organization plans to develop a new map to help users locate nearby “Ask for Angela” sites or directly connect with Victim Services Toronto. An “out-of-home” advertising campaign for Ask for Angela will be launched, featuring posters disguised as product ads but containing QR codes linking to a website. This campaign seeks to enhance the visibility of the initiative in public spaces like transit hubs.
Insp. Keri Fernandes of the Toronto Police highlighted the increase in human trafficking around large sports events and emphasized the importance of education within hotels and stores to combat trafficking and intimate partner violence effectively. The collaboration between Victim Services Toronto and law enforcement is expected to enhance assistance for more individuals in need.
Toronto Police Chief Myron Demkiw acknowledged the significance of the “Ask for Angela” initiative in empowering victims to seek help discreetly and safely. He commended Victim Services Toronto for their efforts in ensuring accessible, visible, and compassionate support for those in need.
Kalish shared a recent success story where Victim Services Toronto aided a survivor of violence at a pharmacy by responding to the code phrase “Is Angela here?” The organization promptly connected the individual with a shelter bed, demonstrating their ongoing commitment to providing support.
These strategic expansions and collaborations underscore Victim Services Toronto’s dedication to creating safe environments and offering crucial support services to individuals impacted by gender-based violence and exploitation.