FCB Toronto Raises Awareness of Domestic Violence with ‘The Window Project’

By Erik Oster 

FCB Toronto found an eye-grabbing way to raise awareness for domestic violence charity Oaith Shelter this holiday season, with a startling window display that has shoppers stopped in their tracks.

“The Window Project” is based around the incident that rates of domestic violence rise around the holidays by around 30 percent. So FCB Toronto created a startling window display, depicting a scene of domestic violence around the holiday dinner table. Viewers are given the opportunity to temporarily stop the violence by texting the number indicated and donating, which resets a clock to 60 seconds that when it reaches zero will start the scene all over again. Not surprisingly, the display has attracted its fair share of attention.

“The holidays can be a confusing time for women in abusive relationships, especially when there are children involved,” Charlene Catchpole, chair of the OAITH board of directors, told Adweek, adding that many “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.” 

“This effort gives every person the opportunity to personally witness the power one donation can make,” FCB Toronto chief creative officer Jon Flannery added.


Project: The Window Project
Creative Agency: FCB Toronto
CEO: Tyler Turnbull
Chief Creative Officer: Jon Flannery
VP Creative Director: Jeff Hilts
VP Creative Director: Nancy Crimi-Lamanna
Art Director: Jeff Hilts
Writer: Nancy Crimi-Lamanna
Art Director: Naeem Walji
Group Account Director: Anabella Mandel
Project Manager: Lindsay Hann
VP, Digital: Corey Messom
Head, Broadcast Production: Tony De Sousa
Producer: Rea Kelly
DOP: Jorge Vasconez
Location Scout: John Dranski
VP Director of Strategic Planning: Heather Segal
Digital Strategist: Emma Cunningham
Account Planner: Spencer MacEachern
VP Corporate Communications Manager: Stephanie Sipe

Editorial: School Editing
Partner, Executive Producer: Sarah Brooks
Editor: Lauren Horn
Executive Producer: Emily Torontow
Assistant Editor: David Larocque

Globacore Interactive Technologies
Co-Founder/President: Ben Unsworth
Lead Business Development: Mike Phillips
Ontario Association of Interval & Transition Houses
Marlene Ham- Provincial Coordinator
Charlene Catchpole- Chair, Board of Directors

Yellow Brick House
Lorris Herenda- Executive Director

Blue Square
David McGuire- Principal

Globalcore Interactive Technologies
Ben Unsworth- President
Mike Phillips ­ Business Development

Store Front
Cameron Wilson – Creative Director/ Co-Owner
Chloe Sam-Mcgrath – Design Director/ Co-Owner