The Power of Communication and PR in Driving Social Change: Behind the #HelpUsRise 2024 Campaign

When I first heard about the Canadian Center for Women’s Empowerment (CCFWE) and its HelpUsRise campaign, I immediately thought of the countless stories I’d heard from friends and colleagues—stories of direct or indirect financial abuse. What struck me most was the widespread lack of awareness about the different forms of economic and financial abuse, and even fewer knew how to prevent it.

Over the past five years, CCFWE, through its HelpUsRise campaign, has taken a leadership role in raising awareness about these forms of abuse, providing critical education to the public, and building meaningful relationships with leaders and experts across multiple sectors. This is a case study of how communication can inspire change and how strategic advocacy can create tangible, on-the-ground solutions for victims and survivors.

This year’s HelpUsRise 2024 campaign focuses on technology-facilitated economic abuse (TFEA)—a growing threat in today’s digital age. With the increasing digitization of financial services and personal interactions, abusers have found new ways to exploit victims economically through technology. Whether it’s controlling access to online banking, weaponizing smart home devices to rack up expenses, or damaging credit by opening accounts in a survivor’s name, TFEA is a sophisticated form of control that affects thousands of lives.

Amplifying voices, creating impact

What sets the HelpUsRise campaign apart is its ability to leverage communication as a tool for advocacy and empowerment. The campaign has successfully united voices nationwide, engaging key opinion leaders from government, financial institutions, tech companies, and community organizations. This collaborative approach has been instrumental in spreading awareness and creating practical, actionable solutions.

Minister Marci Ien, the Honorable Minister of Women, Gender Equality and Youth, is among the many influential figures who have championed this cause. Last year, Minister Ien issued a compelling public call to action urging Canadians to unite in the fight against domestic economic abuse. Her advocacy has been crucial in raising the campaign’s national profile. 

Collaboration across sectors

HelpUsRise’s success lies in its strategic partnerships. Over the years, the campaign has built relationships with over 370 organizations, 103 community groups, and 35 financial institutions. These collaborations are essential not only for raising awareness but also for addressing the complex issues surrounding economic abuse.

Financial institutions, for instance, have become key players in addressing TFEA, helping to create safer, more secure financial environments for survivors. The campaign’s partnerships with tech companies are equally critical, as they work together to identify and prevent technology’s misuse in facilitating economic abuse.

These efforts have resulted in meaningful initiatives—such as creating the STEAR app (Support Tool for Economic Abuse Recovery), which offers personalized support for economic abuse survivors in multiple languages, and the widespread distribution of educational materials to frontline workers and the public.

The role of PR and communication

Communication has been at the heart of the CCFWE’s mission from day one. Through powerful, well-structured messaging, they’ve reached and educated thousands of Canadians about the devastating effects of economic abuse and now tech-facilitated economic abuse.

The role of PR in their advocacy efforts cannot be overstated. By crafting and disseminating survivor stories, success cases, and real-world examples, CCFWE has engaged the public and built empathy and understanding. This has spread awareness and ignited conversations on social media, in boardrooms, and within the corridors of government, creating ripple effects that continue to drive change.

The HelpUsRise 2024 campaign is a remarkable example of how communication and PR, when strategically leveraged, can lead to widespread awareness, engagement, and real-world impact. As we continue to face the challenges of tech-facilitated economic abuse, campaigns like these prove that with the right voices, partners, and strategies, we can create a safer, more equitable world for everyone.