Goal: Bring Canadians’ attention to an issue of international importance

In 2006, Nobel Peace Prize winner Jody Williams, along with five other women Nobel laureates, formed the Nobel Women’s Initiative (NWI) as part of a united effort to seek global peace, justice and equality. As incidents of sexual violence in conflict are on the rise across the world, NWI asked our team to help them to bring the issue to decision makers, journalists, and Canadians across the country.

NWI wanted to ensure that the Canadian federal government understood the gravity of the rise of rape as a weapon of war and, ideally, hoped see the government pledge its support to help end this scourge for women around across the globe.

The Canadian Government can…become a champion on the international stage for ending rape as a weapon of war and other forms of sexual violence. Canada can take initiative on peacekeeping missions central to women’s security and on the advancement of the global women, peace and security agenda at the United Nations and in other international forums.

Report, War on Women: Time for Action to End Sexual Violence in Conflict, Nobel Women’s Initiative

Our team organized a televised breakfast event featuring a panel of Nobel Peace Prize laureates Shirin Ebadi, Jody Williams, and Mairead Maguire, hosted by Ottawa Citizen columnist Susan Riley and held at the Sheraton Ottawa. The event was broadcast on CPAC, live-tweeted to thousands of followers through the hashtag #EndRapeInWar, and well covered in the national media, including the Globe and Mail’s Folio section devoted to the issue of sexual violence in conflict.

Results: NWI met with then CIDA Minister Bev Oda, who agreed that Canada should continue to be a leader on the issue.

The print coverage of the event was valued at nearly $100,000 in equivalent advertising costs.