In August 2024, the York Region Centre for Community Safety (YRCCS), based in Markham, took a significant step in addressing intimate partner violence (IPV) by partnering with Loblaw Companies Ltd. to launch the Ask for Angela campaign.
This innovative initiative is a local adaptation of the highly successful campaign first established in the United Kingdom in 2016. It aims to provide discreet support to individuals in unsafe situations through a simple yet effective approach.
“We are excited to have Ask for Angela in York Region, a geographically vast area, where support can now be accessed at any Loblaw location,” said Jaspreet Gill, executive director of YRCCS. “This outreach creates easier access for individuals, allowing us to connect them to the services they need. Our message is simple: You are not alone. Help is available, and no matter what kind of abuse you are enduring, it is not your fault.”
By partnering with Loblaw stores — including Real Canadian Superstore, Loblaws, Shoppers Drug Mart, No Frills, Valu-Mart and Your Independent Grocers — YRCCS has extended the campaign across York Region. Survivors can now seek help at numerous locations, ensuring safety and protection for them and their children.
The program revolves around a discreet code-phrase: individuals who feel unsafe can approach trained staff at participating stores and ask for “Angela.” This signals the need for help. Staff members then guide the person to a private location, assess their needs and connect them with YRCCS. Through its extensive network of community partnerships, YRCCS provides survivors with comprehensive wraparound services.
Despite the program’s promise, its initial impact has been limited. Over 100 days since its launch, no one in York Region has accessed the service. Gill sees this as a challenge of awareness rather than effectiveness.
“To my knowledge, no one has accessed the program yet,” Gill said. “I think it’s a matter of awareness and not enough people know this initiative exists.”
However, the lack of usage does not diminish the urgency of addressing IPV in the region. In fact, Gill pointed to rising demand for YRCCS’s services as evidence of the pressing need for such programs.
“The issue of IPV is critical in York Region,” she noted. “By the end of September, the number of survivors we served this year had already surpassed the total for 2023. It’s a major issue, and the numbers are climbing.”
YRCCS, deeply rooted in Markham, remains committed to increasing awareness for the campaign across the whole region. While initial efforts included appearances on local radio to discuss YRCCS initiatives like the Taking Your Breath Away campaign, further outreach is planned.
“We’re planning additional awareness activities in January and February,” she added.
For Markham and the wider community, Ask for Angela represents a vital step forward in addressing IPV. The program’s full potential has yet to be realized, but its presence underscores the urgent need for initiatives that prioritize safety and support for survivors.
Scarlett Liu is a federally funded Local Journalism Initiative reporter at Markham Economist & Sun
