Missing what matters

During this campaign I got the opportunity to play the Account Manager and Strategist role alongside Jimin Heo, Kathleen Karunakaran and Sandra Baby. We are currently collaborating with Toronto Police Services to iterate on this campaign and if this campaign is selected, it will be launched across Toronto.

See pitch deck here.

Toronto Police services

Youth violence in Toronto is on the rise. Especially gun-related gang violence.
Insight 1: Young people engage in gang-related gun violence because they are lacking a sense of community and belonging.
Insight 2: Our young target cannot yet understand the risks associated with their decisions.
Our team leveraged the traditional missing poster to remind at-risk youth of the precious moments they could lose as a result of their criminal behaviour. Our poster features a QR code that links to a site where they can find events within their community sponsored by the Neighbourhood Community Policing Program (NCOP). This campaign centres around more ethical community policing practices and encourages vulnerable youth to build meaningful relationships with a community that cares.