The Window Project aims to raise awareness and generate funds for those impacted in Canada
FCB Toronto has teamed up with The Ontario Association of Interval & Transition Houses (OAITH), a provincial coalition founded by women’s shelter advocates and Yellow Brick House, a member shelter located in the North of Toronto that provides a safe place for women and children escaping domestic violence.
Together they have launched The Window Project, which takes on the appearance of a happy holiday display in a storefront, but is actually a visual demonstration of the fact that domestic violence goes up by 30% over the holidays.
The display shows that the holidays aren’t a happy time for everyone. The festive period can bring increased levels of stress and fear for women in abusive relationships. Domestic violence against women surges by as much as 30% during this time, with children often witnessing the abuse. According to Yellow Brick House, transitional shelters receive a lot more calls for support during the holidays.
To raise awareness and help generate funds for families impacted in Canada, The Window Project was created at the Untitled & Co store in the Fashion District area of Toronto. The elaborate holiday-themed window is in place from December 6th-13th. Upon closer inspection of the scene, passersby will see that it depicts a woman who is a victim of domestic violence. They are encouraged to stop the violence by making a donation to OAITH via text, which stops the abuse in the scene for 60 seconds. Charlene Catchpole, chair of the OAITH board of directors, said:
“The holidays can be a confusing time for women in abusive relationships, especially when there are children involved. Many women put on a good face and project an image of stability to keep the holidays a happy time. Our hope is that this campaign will break the lingering culture of silence that exists around violence against women.”