Company: The City of Calgary, Alberta, Canada
Company Description: The City of Calgary is the local municipal government delivering public services to a Canadian city that prides itself on excellent quality of life, low taxes, proximity to nature and cleanliness. The organization is part of that success story-serving the citizens in the city we live in and love.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Government / Institutional / Recruitment
 Nomination Title: Street Harassment Bylaw Public Awareness Campaign
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
The public awareness campaign for The City of Calgary Street Harassment Bylaw amendment initiated on Oct 24, 2022.
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 180 words used.
In 2022, public opinion research revealed that nearly 45 per cent of surveyed Calgarians feel that street harassment has a moderate to major impact on their quality of life. It indicated that while Calgarians tend to feel safe on streets and in public spaces, street harassment does impact communities overall; disproportionally experienced by females, Racialized or Indigenous persons, people who wear clothing or symbols that indicate their religion, and members of the 2SLGTBQIA+ community.
The City of Calgary local government Administration proposed a Street Harassment Amendment to Public Behaviour Bylaw 54M2006, as no existing bylaws regulated this behaviour in public spaces municipally. The proposed amendment was approved by Calgary City Council, and on June 1, 2022 it became an offence to harass another person in a public space.
While the amendment successfully went into effect, a public awareness campaign was needed to further inform citizens of the amendment and how to report incidents. The campaign, along with the public behaviour bylaw, was intended to deter negative behaviour and make it clear that street harassment would not be tolerated in Calgary.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 244 words used.
The marketing and communications team was tasked with developing a campaign that would not only spread awareness, but balance being emphatic in tone while also being supportive of potential victims. This challenge presented an opportunity to boldly draw attention to the issue. The team produced a creative concept based on the two main audiences:
- victims and
- perpetrators (harassers or would-be cat-callers).
Goals were then defined:
- To inform Calgarians that street harassment is now a bylaw offence in Calgary.
- To have Calgarians report incidents of street harassment.
Awareness of the bylaw amendment would be measured by advertisement impressions. Reported incidents of street harassment would be measured by comparing the reporting data prior to the campaign launch to that during and following the campaign.
The campaign creative depicted ethnically-neutral pictures of humans with a ticket across their mouths. This concept was chosen as a striking image that would break through the advertising clutter. The content explained the unacceptable behaviour and what victims could do to report it. It was recognized that the image could possibly come across as restricting free speech. However, the bylaw targets illegal hate speech, and the team believed the image enhanced the campaign message, to “Silence Haters/Creeps” as a behavioural deterrent.
With a budget of $75,000, a plan (including online, radio, digital posters, out-of-home, and paid social media) was developed to reach the widest demographic of Calgarians, while they were still socializing and commuting outdoors, before the cold winter season set-in.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 215 words used.
After consulting with community partners, reviewing the findings of public opinion research and collaborating with important city associates (including Anti-Racism, the Indigenous Relations Office, the Social Well-Being team), the team focused the campaign on “Silencing haters” and reporting street harassment.
Project research indicated that most local incidents of harassment occurred in public businesses (bars and restaurants), on public transit, and in the central region of the city. Businesses were identified as important placements, and translation needs were prioritized, based on multicultural population density. Advertising placements were recommended to reach people where they commuted and socialized as such. The campaign messaging was developed to be clear and memorable.
The campaign was in market from Oct 24 – Nov 25, 2022. It included posters with translations, Google/Youtube ads (including translations), radio ads (including in-language), street projections, digital out-of-home (transit and billboards), social media and Restobar digital advertisements.
All advertisements directed citizens to visit Calgary.ca/streetharassment for more information.
Since the campaign initiated, reported incidents of street harassment increased by 114 per cent. A total of 94 investigations resulted in education by bylaw peace officers or fines beginning at $500.
Overall, the campaign yielded 1,760,000 impressions over a five-week duration. It is considered a highly successful awareness campaign, that produced far-reaching online and word-of-mouth conversation locally.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 68 words used.
Campaign pitch deck: Campaign approach and creative provided to internal project leads for campaign approval.
Projections: street level advertisements and their performance.
Social media results: content and reach documented.
Mediology results report: Results of all advertising and overall campaign performance.
Radio ad: Example of audio campaign media file.
Link: Calgary.ca/streetharassment online content produced to direct citizens to learn more about the bylaw and how to report incidents.
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