Mock Media

Conference Proposal
Nov. 6, 2020

The Issue of Human Trafficking in the Durham Region in support of

SafeHope Home
Presented to Professor Lynn K. Gough, PRMR 3300
Somiya Brown
Christine Jermakowicz
Meghan Tetford
Jenna Peace
Nic Ziolkowski
Table of Contents
Table of Contents ........................................................................................................... 2
SafeHope Home Background ..................................................................................................................... 3
History........................................................................................................................................... 3
Current Situation ........................................................................................................................... 4
Future Wants and Needs ............................................................................................................. 8
In Collaboration with ..................................................................................................................... 8
Purpose of Campaign .................................................................................................................................. 9
The Campaign .............................................................................................................................................. 9
Part 1 - Public Education .............................................................................................................. 9
Part 2 - Fundraiser Concert ........................................................................................................ 10
Elements of the Press Kit.......................................................................................................................... 11
News Release ............................................................................................................................ 11
Media Cover and Package ......................................................................................................... 13
III.Fact Sheet .............................................................................................................................. 14
BIO.............................................................................................................................................. 15
Visuals ........................................................................................................................................ 16
Target Audiences ....................................................................................................................... 21
Media List ................................................................................................................................... 26
Elements of Creative Strategy .................................................................................................................. 28
Media Conference Setup - Virtual .............................................................................................. 29
Media Conference Setup - In-person ......................................................................................... 30
Items Received when signing-in................................................................................................. 31
Media Invited .............................................................................................................................. 32
Audio/Visual Material .................................................................................................................. 33
Extra Supplies ............................................................................................................................ 34
Question and Answer Period ...................................................................................................... 35
Marketing & Branding Samples ................................................................................................................ 36
Campaign Logo .......................................................................................................................... 36
Sample Media Kit Design ........................................................................................................... 37
Works Cited ................................................................................................................................................ 38
Research ..................................................................................................................................................... 39
Interview 1 - Detective Constable Brad Chapman, DPRS ......................................................... 39
Interview 2 - Kate Moore, Safe Hope Home .............................................................................. 43
Durham Region Municipalities .................................................................................................... 49
Durham Region Hospitals .......................................................................................................... 50
Annual Report 2019/20 Screenshots ......................................................................................... 51

2
SafeHope Home Background

History
The story of SafeHope Home begins with its executive director Larry Shanks. In

2015, Shanks partnered with the organization Mahima Homes to build shelters during

his mission trip in India for those who have suffered and needed rehabilitation (Moore).

In India, Shanks had the opportunity to sit with female survivors of human trafficking.

Their stories had a profound effect on Shanks. When he returned home to Durham

Region, Shanks decided to research human trafficking in Canada. What he found

shocked him. He discovered that 69 per cent of the young women trafficked in Canada

are from Ontario, with 89 per cent of that happening in the GTA (700 Club Canada).

This is when Shanks decided he needed to do something about it. He decided that he

needed to create SafeHope Home.

SafeHope Home was created with the intention of becoming a haven for victims

of human trafficking - a way to rebuild their life. SafeHope Home did not want to become

just a ‘roof over their heads’, but an all-encompassing program that supported victims

for the rest of their lives. “We treat each girl as an individual and provide each of them

with their individual needs for a successful recovery” (Annual report 2019/20). By 2016,

the organization was established, offering day programs, community centres, access to

churches and more. It has now been running for over three years. With the assistance

of the Durham Regional Police Services (DRPS), it has been able to help hundreds of

victims seeking help.

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 Current Situation

The SafeHope Home Day Program

The SafeHope Home day program is provided to participants from Monday to

Friday; 9:30 a.m. to 3 p.m. This long-term comprehensive program is designed around a

core component of 33 courses that each participant is required to complete to

successfully graduate (Annual Report 2019/20). Human trafficking and trauma experts

have assisted the organization in designing this program to provide optimal recovery for

victims.

The objectives of the program are that participants will be equipped to do the
following:

• Successfully resolve past issues of abuse and addictions (if applicable).

• Engage in healthy relationships.

• Manage emotions in a healthy, functioning manner.

• Improve quality of life and increased level of self-esteem and self-

compassion.

• Break the cycle of abuse in their own lives.

• Reach a higher level of education and employability skills to move forward

as successful contributing members of society.

Some of the programs include but are not limited to the following:

• Relationships

• Self-esteem

• Nutrition

• Mindful movement

• Family patterns

• Budgeting

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 • Art therapy

• Joy journaling

Extra-Curricular Program Offerings

SafeHope Home offers activities that are recommended for participants to

engage in outside of the internal programs. Some of these include horseback riding,

music, kickboxing, dance and rock-climbing lessons. These external activities are a way

for victims to get out into the community and participate in something that they are

passionate about (Annual Report, 2019/20). The organization also strongly encourages

and supports participants to complete their secondary and post-secondary education,

alongside the internal programs.

Stage Two Housing

SafeHope Home provides survivors of human trafficking temporary housing while

working on their recovery. The intent is to help the participants develop basic living

skills, while simultaneously acclimatizing them to living with others. Each participant has

their own bedroom and can come and go from the house freely, while respecting house

rules and curfews. The organization institutes a House Manager who resides in the

home with the victims, as well as support workers during waking hours to assist the girls

in any way needed. The home is intended to be a place of healing for those committed

to recovery. Basic life skills are taught in conjunction with the SafeHope day program.

Follow-Up Care

This program is provided to all participants who have graduated from the

program and/or have exited the program. Its intention is to be a check-in on graduates

to ensure they have integrated back into society smoothly. Invitations to events are

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extended, one-to-one care is provided and continued access to trauma

therapy is available. As long as participants request extended support from the

organization, the follow-up care is available to all victims leaving the organization.

Outreach

This program exists to provide care and support to those in the community

outside of the residential/day program. This can include victims who are not eligible for

the residential/day program or those who wish to remain living in the community.

Support includes the following:

• Access to trauma therapist with human trafficking knowledge

• Access to medical doctor

• Provide case management planning

• Regular check-ins

• Court Support

• Housing Support

• Assist with obtaining basic necessities (clothing, toiletries, etc.)

• Connecting with community resources

• Peer mentorship

Peer Mentorship

A one-on-one service provided by an individual who has first-hand experience

dealing with the trauma associated with human trafficking. The aim is to provide

compassion and understanding on a personal level to participants, to ensure that their

voice is heard and that their needs are met. The peer mentor supports victims by

providing comfort, non-judgment and empowerment through their recovery process.

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Peer mentors work with the participants in the residential day program

and coordinates community outreach for potential or past participants.

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 Future Wants and Needs
Looking ahead, there are a few areas that SafeHope Homes is focused on. First

and foremost, they want to continue running their yearly gala and golf tournament in

support of the organization. Due to COVID-19, they have been forced to cancel this

year’s gala, and have taken a hit in donations and fundraising. Therefore, they are

striving for alternative sources of funding and sponsorships. With the help from the

Ministry of Children, Community and Social Services, they plan on using their support to

spread awareness and acquire additional funding (Annual Report, 2019/20).

Furthermore, the organization is heavily focused on expanding their housing situation.

Currently, the organization can only house up to six participants at once, so the creation

of more homes is desperately needed. An increase in donations and financial stability is

also a huge desire by the organization. Efforts to increase monthly support from donors

are being put into place, as well as additional funding through the government of

Canada.

As listed in their documentation, in the next year they are aiming to (Annual

Report, 2019/20):

● Have continued provision to fund the current home and outreach program.
● Acquire the necessary funds for a first stage emergency housing and outreach
program, including court mandated programming.
● Continue being a much-needed resource and partner to others who rescuing
victims of human trafficking.

In Collaboration with
● Durham Regional Police Services Human Trafficking Unit

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 Purpose of Campaign
1. Increase awareness on the issue of human trafficking in the Durham Region so it
can be prevented.

2. Raise funds for SafeHope Home so a second house can be built to continue the
program for the overflow of victims.

3. Increase monthly donations so SafeHope Home can continue providing care.

The Campaign
This campaign is split into two segments: people will first be informed on the

issue, then invited to support SafeHope Home, a healing centre, by attending the

fundraiser concert.

To introduce this campaign and gain traction for it, a media conference will be

held on December 11, 2020 with guest speakers from SafeHope Home and the DRPS.

Part 1 - Public Education

The first part of this campaign will be an awareness program that consists of

branded informational graphic designs distributed to our target locations in the Durham

Region. Each branded item will contain a ‘Violet Light’ logo, the SafeHope Home logo,

one out of several quotes from survivors and a stock image of a girl or woman with her

eyes or mouth blocked. It will last from January 2021 to March 2021.

Designs include: posters, online infographics for social media, pamphlets, a

website campaign page, stickers and button pins.

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 These items will vary depending on where they are distributed.

For example, a poster being sent to schools will be tailored for younger audiences,

whereas a poster going to general public places will be tailored more for older women

(and men).

Girls as young as middle-schoolers need to be informed on this issue

(Moore), which is why an informational package will be prepared for youth in Grade 7

through 12. The package will include a pamphlet on trafficking and how to prevent it

from happening to yourself, a wallet-sized card with contact information, a sticker and a

button pin.

Part 2 - Fundraiser Concert

Either virtually or live, a concert will be held on Saturday, March 20, 2021 to

fundraise for SafeHope Home. There will be a flat rate for a ticket or livestream access

code, with additional donations available and a chance-to-win gift basket. The concert

will feature local musicians, a short documentary video and segments for our speakers

(DRPS & SafeHope Home). The setlist will alternate between these three segments.

There will be an opportunity at the end of the show to subscribe to monthly donations to

SafeHope Home.

We will collect sponsors to cover the cost of renting the entertainment space and

equipment or the cost of live-streaming equipment. If live, themed snacks will be served

along. The campaign stickers and buttons will also be available to take home.

This concert will be promoted throughout our public education campaign, as well

as through press releases, feature stories, photo releases, posters, online marketing,

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 Elements of the Press Kit

I. News Release
The news release will be placed on the right-hand pocket of the media kit and will

be written on the Violet Light campaign and fundraising concert. SafeHope Home and

DRPSs are working together to raise awareness and funds for human trafficking in

Durham Region. Funds will be raised to help the organization with buying a house for

women who are in need of shelter. The news release will be sent out a month prior to

the media conference on Dec. 11, 2020 to target media.

The release will include information from SafeHope Home website,

safehopehome.com, DRPS website, members.drps.ca and SafeHope Home 2019/20

annual report. Direct quotes will be used from interviews with Senior Manager of

community engagement Kate Moore of SafeHope Home and Detective Constable Brad

Chapman of the DRPS.

The following information will be included:

Lead: OSHAWA’S SAFEHOPE HOME VIOLET LIGHT CAMPAIGN AND

CONCERT TO RAISE AWARENESS ON HUMAN TRAFFICKING

Paragraph 1 and 2: This section will include information on the campaign, Violet

Light and the five W’s of the campaign. Who is running the campaign and who is

involved, what the campaign is, where the conference will be held and how to join it,

when it will be held and the length of the conference and why we are running this

conference.

Paragraph 3: Quote from Kate Moore.

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 “Women and men who are empowered and confident can’t be

trafficked,” Says Kate Moore. “Traffickers look for vulnerability. Young teenage girls are

vulnerable. Understanding consent and what love really is important as we continue to

get out there and raise awareness.”

Paragraph 4: Further information on SafeHope Home’s plan to use the funds

raised through the campaign and support from the DRPS.

Paragraph 5: Quote from Brad Chapman

“People need to understand that no movement needs to take place to be

trafficked. You can live in Oshawa and be trafficked in Oshawa. Or you could live in

Oshawa and be trafficked in Windsor. It doesn’t really matter where it happens. They

have to understand the grooming process.”

Paragraph 6: Boilerplate for SafeHope Home and DRPS with a section on any

inquiries and contact information.

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 II. Media Cover and Package

The media kit for the Violet Light Campaign will be in a two-pocket folder

designed to match the campaign branding. The right pocket will contain the news

release, fact sheet, photo release and the biography of the speakers. The left pocket will

hold the USB with photos, business cards, invitations, stickers and posters.

The folder will be a darker version of the purple colour used in the Violet Light

campaign logo. The front will feature a photo image of a lighthouse by the sea at

sunset. The photo will be edited with purple tones to match the branding of the

campaign. The Violet Light campaign logo will be converted to white and overlaid on the

lighthouse image. The event name will also be overlayed on the image in white.

The back cover will be purple to match the colours used in the front. The back

will feature the SafeHope Home logo and the Lighthouse Public Relations logo. The

SafeHope Home logo is a sun setting on the sea, and the Lighthouse Public Relations

logo is simple teal text. A few lines of contact information will be included under each

logo.

The inside flap of each pocket will be a light purple. The Violet Light campaign

logo will be on the left flap, and the SafeHope Home logo will be on the right.

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III. Fact Sheet
The fact sheet will be placed in the right-hand pocket of the media kit, behind the

news release. The sheet will have information from interviews with Detective Constable

Brad Chapman of the DPRS and Senior Manager of community engagement Kate

Moore of SafeHope Home. It will also include information from SafeHope Home’s

website, safehopehome.com, SafeHope Home’s 2019/20 annual report, DRPS website

members.drps.ca and facts from stopht.com.

The fact sheet will provide:

● Background information on human trafficking in Durham Region

● Statistics about human trafficking in Durham Region
● Information on programs offered by SafeHope Home
● Information on how donations will be used at SafeHope Home
● How Durham Region Police Services are protecting the community

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IV. BIO

The media kit will contain a bio of the two guest speakers. These will be

designed to be on the same page. The bios will be in the right-hand pocket of the folder

with the other written materials.

● The first bio is of Kate Moore, Senior Manager of Community Engagement &
Human Resources at Safe Hope Homes.
● The second bio is of Brad Chapman, Detective Constable of the DPRS Human
Trafficking Unit.

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V. Visuals
BUSINESS CARDS

The Lighthouse Public Relations business card will have a simple but informative

design which will make clients be able to easily read, understand and contact us. The

card will be black on one side with the Lighthouse Public Relations logo centered in the

middle. The flip side will be white with our contact information in the middle.

Contact information listed on the card will include:

Office Address: Durham College

North Oshawa Campus

Room L208

2000 Simcoe St. N.

Oshawa, Ont.

L1G 0C5

Phone Number: 905-955-1010

Email Address: lighthouse@pr.com

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 THANK YOU CARDS

Thank you cards will be sent out electronically the day after the media

conference to all news personnel and anyone who took the time to attend the

conference. The cards will be designed with our Lighthouse Public Relations logo on it

as well as SafeHope Home. The front of the card will say “Thank You For Attending The

Violet Light Campaign Media Conference.”

On the inside of the card, we will have a personalized note thanking them for

attending the conference and a total of the funds raised. The note will state:

Dear _____,

On behalf of SafeHope Home I would like to thank you once again for attending

the Violet Light Campaign media conference. This year we were able to raise $____

for SafeHope Home’s fund to buy a house for survivors seeking shelter. Thank you

again for coming out and covering the event.

Sincerely,

Lighthouse Public Relations

SafeHope Home

Durham Regional Police Services

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 INVITATIONS

The media kit will include two invitations for the media:

- one to the media conference

- one for the Violet Light Campaign event

The background of the media conference invitation will be a deep purple that

fades to a light purple in an ombre effect. The Violet Light lighthouse clip art will be on

the front. Information like the date, time and location will be included on this invitation.

The Violet Light concert event invitation will be a dark purple. The top will have

graphics of white string lights overtop of the concert name “Violet Light Campaign – a

Concert of Hope”. The date, time and location will be included. Small logos of partners

in the campaign will be included.

PHOTOS

A USB in the left-hand pocket will contain photos for the media’s use. There will

be a gallery of photos of women and girls taken so their features cannot be recognized.

This includes the following examples: back-lit silhouette images, pictures taken from the

lips down, pictures taken with the subject’s back towards the camera and images of just

the subject’s hands. There will be a second gallery of photos that are images of an

empty concert stage with the musical instruments set up. Images of the two quest

speakers will also be on the USB.

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 PHOTO RELEASE

The photo release will feature one of our guests speakers Kate Moore, manager

of community engagement at SafeHope Home. She will be standing in front of the

current refuge home owned by SafeHope Home. The release will mention the details of

the current home and talk about how the Violet Light Campaign has the goal of raising

the funds towards expanding.

Both the Lighthouse Public Relations and SafeHope Home logos will be featured

on this photo release. A printed version will be included in the kit, and a digital version of

the image will be on the USB.

POSTERS

The media kit will contain smaller versions of two posters.

The first poster is a sample of one of the pieces designed for the Part 1 –

Awareness portion of the campaign. This poster will contain the Violet Light Campaign

logo, a back-lit image of a girl and a quote taken from a human trafficking survivor. The

quote will be taken from SafeHope Home blog posts.

The second poster is a sample of the pieces designed for the Part 2 – Concert

portion of the campaign. This poster was created for advertising the actual fundraiser

event. A similar image to the first poster will be used. The wording will read “Violet Light

Campaign – A Concert of Hope”. The poster will also list event information like date and

time, location, speakers and musicians.

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 STICKERS

A gorilla marketing awareness campaign consisting of stickers with quotes from

the survivors blog posts from www.safehopehome.ca and a campaign hashtag

(#violetlightcampaign) posted around the Durham Region, with a focus on bus stops.

These will be non-damaging stickers that can be removed at any time.

Two to three sticker samples will be found in the left-hand pocket of each folder

that will match the design and colours of the Violet Light Campaign.

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VI. Target Audiences
INTERNAL

● Employees
● Survivors
● Volunteers

*Please note: Specific names were not listed for privacy reasons due to the sensitivity

of the topic.

EXTERNAL

Community Centres

● Ajax Community Centre 905-683-3740

● Audley Recreation Centre 905-427-2468
● McLean Community Centre 905-428-7711
● St. Andrew’s Community Centre 905-427-8811
● Garnet B. Rickard Recreation Complex 905-623-5728
● Brooklin Community Centre 905-655-3139
● Brougham Hall 905-683-5929
● Claremont Community Centre 905-649-6021
● South Courtice Arena 905-435-1061
● Green River Community Centre 905-686-8888
● Greenwood Community Centre N/A
● Newcastle & District Recreation Complex 905-987-5667
● East Shore Community Centre 905-420-6588
● Mt. Zion Community Centre 905-649-5200
● Petticoat Creek Library & Community Centre 905-420-2370
● Pickering Recreation Complex 905-683-6582
● West Shore Community Centre 905-683-6582 ext.3257
● Bathe Community Centre 905-728-7562
● Civic Recreation Complex 905-436-5454
● Connaught Community Centre 905-725-4702
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 ● Donevan Recreation Complex 905-725-6019

● Fernhill/Nipigon Community Centre 905-725-6019

● Glen Stewart Community Centre 905-725-9760
● Harman Community Centre 905-436-8834
● Kingside Community Centre 905-433-2011
● Lake Vista Community Centre 905-725-2905
● Legends Centre 905-436-5455
● Northview Community Centre 905-432-1984
● South Oshawa Community Centre 905-436-5474
● Thornton Community Centre 905-728-9766
● Valleyview Community Centre 905-728-9766
● Woodview Community Centre 905-434-6877
● Scugog Community Centre 905-985-7346
● Ashburn Community Centre 905-655-8956
● Centennial Building 905-668-5371
● Heydenshore Pavilion 905-668-1262
● Iroquois Park Sports Centre 905-668-7765
● Whitby Civic REcreation Complex 905-666-1991
● Whitevale Community Centre 905-201-0476

Colleges and Universities

● Durham College
● Ontario Tech University
● Trent University

Durham Catholic District School Board

● See External Document - Tab 1 for complete list of schools

Durham District School Board

● See External Document - Tab 2 for complete list of schools

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Durham Regional Council Members

● Town of Ajax
- Shaun Collier, Mayor
- Marilyn Crawford, Regional Councillor
- Joan Dies, Regional Councillor
- Sterling Lee, Regional Councillor
- Rob Tyler-Morin, Local Councillor
● Township of Brock
- Debbie Bath-Hadden, Mayor
- Ted Smith, Regional Councillor
● Municipality of Clarington
- Adrian Foster, Mayor
- Granville Anderson, Regional Councillor
- Joe Neal, Regional Councillor
● City of Oshawa
- Dan Carter, Mayor
- Bob Chapman, Regional Councillor
- Rick Kerr, Regional Councillor
- Tito-Dante Marimpietri, Regional Councillor
- John Neal, Regional Councillor
- Brian Nicholson, Regional Councillor
● City of Pickering
- Dave Ryan, Mayor
- Kevin Ashe, Regional Councillor
- Bill McLean, Regional Councillor
- David Pickles, Regional Councillor
- Maurice Brenner, Local Councillor
● Township of Scugog
- Bobbie Drew, Mayor
- Wilma Wotten, Regional Councillor

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 ● Township of Uxbridge
- Dave Barton, Mayor
- Gord Highet, Regional Councillor
- Bruce Garrod, Local Councillor
● Town of Whitby
- Don Mitchell, Mayor
- Chris Leahy, Regional Councillor
- Rhonda Mulcahy, Regional Councillor
- Elizabeth Roy, Regional Councillor
- Steve Yamada, Regional Councillor
- Deidre Newman, Local Councillor

Health Centres and Hospitals

● Lakeridge Health - Ajax and Pickering Hospital

● Lakeridge Health - Bowmanville Hospital
● Lakeridge Health - Oshawa Hospital
● Lakeridge Health - Port Perry Hospital
● Lakeridge Health - Whitby Clinic
● Markham-Stouffville Hospital - Uxbridge
● Ontario Shores Centre for Mental Health Sciences

Local Churches

● See External Document - Tab 3 for complete list of churches

Malls

● Oshawa Centre
● Pickering Town Centre
● Whitby Mall

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Media

● Please refer to section VII. Media List on page 27 for the list of
media

Partnering Organizations

● Durham Regional Police Services

● Men Ending Trafficking
● Human Trafficking Coalition
● Lakeridge Health
● Rising Angels

Past Donors

Residents of Durham Region Communities

● Town of Ajax
● Township of Brock
● Municipality of Clarington
● City of Oshawa
● City of Pickering
● Township of Scugog
● Township of Uxbridge
● Town of Whitby

Social Media Followers

● Instagram @safehopehome
● Twitter @safehopehome
● Facebook @safehopehome

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VII. Media List
A media list will be created using CISION and previous contacts of news

personnel with the full names and email addresses. The list will include reporters,

newscasters, publishers and editors in Durham Region.

Daily and Community Papers:

● Oshawa Express
○ Editor: editor@oshawaexpress.ca
● The Oshawa Central
○ Joe Ingino, publisher/editor: joe_ingino@yahoo.com
● Brooklin Town Crier
○ Richard Bercuson, editor: editorofbtc@gmail.com
● Uxbridge Times
○ Moya Dillion, community event editor: mdillon@durhamregion.com
● The Standard (North Durham)
○ Todd Green, editor: colleen@thestandardnewspaper.ca
● Metroland Media
○ Mike Johnston, regional managing editor of Metroland’s Durham and
Northumberland country divisions: mjohnston@durhamregion.com
● Ajax/Pickering News Advertiser
● Clarington This Week
● Port Perry Star
● Oshawa/Whitby This Week
● Durhamregion.com
○ Kristen Calis, Pickering community events editor:
kcalis@durhamregion.com
○ Kieth Gilligan, Ajax community events editor:
kgilligan@durhamregion.com
○ Jillian Follert, reporter for Metroland Media Group’s Durham Region
Division: jfollert@durhamregion.com

26
 Radio stations

● Simone Santarsieri, promotions coordinator, events and operations at:

○ 102.1 The Edge — 25 Dockside Dr. Toronto, Ont. M5A 0B5
○ 416-870-3343 (EDGE)
● Michael Booth
○ JAZZ FM91 — 4 Pardee Ave., Suite 100. Toronto, Ont. M6K 3H5
○ 416-595-0404 ext. 234
● Steve Kassay, vice president of programming: steve@kx96.fm at:
○ 92.9 The Grand, CKDO 107.7FM, The Rock 94.9 — 905-571-0949
○ 1580 AM, KX94.7 FM, KX96 FM — 905-428-9600

Television networks

● Rogers TV
○ Event coverage proposal (online)
○ https://rogerstv.com/show-proposal?lid=11&rid=2&pag=1
○ 3-4 weeks lead time (April, 2020)
● CHEX-TV-2 (Global Television Durham)
○ Michael Davidson, video journalist: michael.davidson@globalnews.ca
● Global News
○ Morganne Campbell, digital video journalist in GTA:
○ morganne.campbell@corusent.com

27
 Elements of Creative Strategy
This year, due to COVID-19, the in-person mock media conference had to be

altered to fit our remote learning virtual world.

To be sure that we receive our desired learning outcomes, we have decided to

include two versions of the event.

We will be running a virtual mock media conference on Friday, December 11th at

11:00 a.m. and it will not take longer than one hour.

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 Media Conference Setup - Virtual
Attendees will be invited via Zoom for a virtual mock media conference. Our

group will be getting together and social-distancing with masks. We will each take turns

going into frame for our speaking roles.

Media signing-on will be greeted with a pre-set welcome message in the Zoom

lobby room. The purpose of our virtual mock media conference will be for the

announcement of the “Violet Light Campaign” for the not-for-profit SafeHope Home with

support from DRPS Human Trafficking Unit.

Journalists and media will be invited to the Zoom event with a “guest” link where

they can ask to be unmuted or ask questions in the chat. They will not be sharing their

video throughout the conference as the setting will be panelist style to prevent internet

issues.

Zoom Panelist Setting: Two forms of zoom invitation will be sent out. A guest access
link which prevents guests with the ability to share their camera or audio. The other
invitation will be a speaker access link that is available for presenters/guest speakers
with ability to share audio and visuals. This includes the ability to share their screen.
Guests will be encouraged to ask their questions in the chat box where a moderated
question and answer session will be executed at the end.

The mock media conference will begin with a brief background on SafeHope

Home and the services they provide, followed by a remarks from Brad Chapman and

his fight to end human trafficking in the Durham Region with DRPS. We will then

announce the “Violet Light Campaign” event and a few words from Kate Moore of

SafeHope Homes. The conference will wrap up with a question and answer period.

There can be opportunity for personal interviews if need be.

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 Media Conference Setup - In-person
Classroom L208 will be transformed into a conference room. The white boards

will be covered with a backdrop of a purple and pink sunset with our campaign logo

made out of white neon light. The purpose of the event is to announce the “Violet Light

Campaign” fundraising event.

Media entering the room will sign-in and receive the following:

● Name tag with ribbon lanyard and campaign pin

● Media Kit

● Water bottle with branded campaign logo

● Branded chocolate bar with campaign logo

The mock media conference will begin with a brief background on SafeHope

Home and the services they provide, followed by a remarks from Brad Chapman and

his fight to end human trafficking in the Durham Region with DRPS. We will then

announce the “Violet Light Campaign” event and a few worlds from Kate Moore of

SafeHope Homes. The conference will wrap up with a question and answer period.

There can be opportunity for personal interviews if need be.

30
 Items Received when signing-in
Virtual:

● A virtual media kit will be sent to all attendees and prospecting media.

In-person: Upon entering and sign-in, guests will receive the following:

● Name tag with ribbon lanyard and campaign pin

● Media Kit

● Water bottle with branded campaign logo

● Branded chocolate bar with campaign logo

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 Media Invited
Please refer to section VII. Media List on page 27 for the list of media that will

receive a digital invitation two weeks prior to the mock media conference via email.

A followup email will be sent with a count down to the event date five days

before, we will encourage the media to RSVP via email prior to the event so they can be

given the live Zoom link code.

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 Audio/Visual Material
Virtual:

Participants will need access to their own computer or smart device to join the

virtual mock media conference using Zoom.

In-person:

A podium to accommodate all the event speakers, a white neon light sign

attached to the backdrop.

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 Extra Supplies
Virtual:

● None

In-person:

● Pens

● Notepads

● Laptop

● Name tags

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 Question and Answer Period
Following the mock media conference, the media will be advised of a question

and answer period where they can ask questions they may have about the “Violet Light

Campaign” event.

Our two guest speakers will also be available for interviews. Private interview

sessions will be available upon request.

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 Marketing & Branding Samples

Campaign Logo

BRAND
GUIDELINES

Colour Hex #704fad

Primary Font Belleza

Secondary Font Montserrat

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Sample Media Kit Design

37
 Works Cited
"700 Club Canada". Safehopehome.Com, 2020,
https://safehopehome.com/in-the-media/. Accessed 6 Nov 2020.

“Annual Report, 2019/20” Safehopehome.Com, 2020,

https://safehopehome.com/wp-content/uploads/2020/07/SHHAnnual-Report
-19-20-FINAL.pdf. Accessed 6 Nov 2020.

Chapman, Brad. Personal Interview. 28 October 2020.

“Council Members.” Region of Durham, Durham.ca Approvers - Corporate

Services,CCO Administrators,

www.durham.ca/en/regional-government/council-members.aspx.

Durham Churches -- Churches of Durham Region., durhamchurches.com/.

“Durham Region Community & Recreation Centres.” DurhamRegion.com,

www.durhamregion.com/community-static/3849243-durham-region-community-
recreation-centres/.

"Durham Region Police Service". Members.Drps.Ca, 2020,

https://members.drps.ca/internet_explorer/index.asp. Accessed 6 Nov 2020.

Moore, Kate. Personal Interview. 2 November 2020.

“School Listing.” DCDSB, Parks, www.dcdsb.ca/modules/Facilities/Index.aspx.

“Together, We Can Make Real and Significant Change.” SafeHope Home,

safehopehome.com/partners/.

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Research

Interview 1 - Detective Constable Brad Chapman, DPRS

1. What is the history of your involvement with the human trafficking unit /

your general experience?

- He was a police officer for 21 years.

- Worked in Toronto for 6 years, dealt with organized crime and gangs.

- 2006 came to Durham. He has been on the HT Unit for 2.5 years. Unit

was only formed in 2018. It wasn’t a dedicated unit until then. Six

members include: a Drug investigator, Gun Investigator, Sexual

Assault investigator, street cop, and himself in intelligence branch.

- Approved to add 4 people to the unit by the new year.

- Born in Toronto, 1981 moved to Durham and grew up in Pickering.

2. What is the mission of your work in the unit?

- Not confined to the Durham Region.

3. How much funding does your department get? Is it enough to do all the

work you want to do?

- Funding for salary and vehicles. There are some financial restraints(

like if they had to work a lot of overtime).

- Currently they are funded for 6 people on the team. They just were

approved with funding to add 4 more members to the unit.

4. Are you partnered with any organizations (for example, the Safe Hope

Home) that provide treatment for victims of human trafficking?

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 - Victim Services, 2 dedicated human trafficking workers,

one is a survivor Karly Church.

- Ontario Works

- Shelters

- Safe Hope Homes

- Children’s Aide

5. What is the process when someone comes to you with a case? What are

the steps/procedure to the investigation and prosecution?

- Victim based is the focus.

- Low stressful first meeting, he goes with a partner (usually Karly) to

meet the victim at first. A simple conversation that explains how they

can get out.

- Upfront and honest about the details of how hard it will be on them in

court.

- Meet them at court and drive them there and back. A lot of support.

6. Is it similar to dealing with sexual abuse cases?

- Not really a set way to deal with HT investigations.

- The big thing is how trauma affects everyone differently. So each case

is different

- Sexual assault component, most victims have been assaulted

7. How many cases do you see on average per year?

- By the end of august 2020, 85 people have been helped this year.

- Covid made it harder for them to track, because “business” had to be

done differently since most hotels were closed.

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 - Working with Victim Services brought their numbers up

93%

8. Are any case files publicly available regarding human trafficking?

- Cases take a long time in court, and cannot release information.

- He could do a case file with a presentation video for us.

9. How much of it starts out either online, with a boyfriend or girlfriend, or

unexpectedly in public?

- Victims believe traffickers are their boyfriend. They can be “madly”

involved with this person…groomed at first, and then those privileges

are taken away to force them to “work”.

10. How informed do you think youth and parents are on this issue?

- Parents still do not understand completely.

- Kids also could have grown up in abusive homes and think the

treatment they are getting from a trafficker is normal.

11. What are some things people usually don’t think about when it comes

to human trafficking?

- People think its like “Taken” or smuggling people from US

- It is not related to that, no movement of cities or countries needs to

happen for it to take place

- People do not understand the grooming process the traffickers do first

to their victims.

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12. What are the most common locations within the Durham

Region or generally within Canada that this happens?

- Durham Region is popular because we have 13 hotels across the 401

Corridor. Some hotels just take cash, no credits cards (not as

traceable). Motel 6 in Whitby, Inn in Oshawa are both very popular

spots in Durham.

13. What would you change or add to increase the awareness, knowledge

and prevention matters?

- Information is power. Does a lot of speaking on the topic.

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Interview 2 - Kate Moore, Safe Hope Home

Kate Moore Profile

● Senior manager of community engagement

● Started volunteering by creating a fundraiser for a home and then started

doing their annual gala. Been working as an employee for 2 years.

1. Are you partnered with any other organizations that pertain to the

subject of human trafficking?


● Part of human trafficking coalition in Durham region, DRPS, Lakeridge

health, works closely with everyone in the coalition.

Main Partners:

Men ending trafficking

Rising Angels

2. How much interaction do you have with the DRPS human trafficking

unit?


● Works closely with coalition to raise awareness.

● Depends on clients. Some don’t want anything to do with police, so they

don’t bring them. Some haven’t made a statement, but they might want to

in the future.

● Some were trafficked in Durham and they work closely with DRPS if they

have filed a report.

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 ● Police are aware of clients.

● Only deal with girls that have come to them.

3. When was Safe Hope Homes founded?


● Executive director did a mission trip in India for a home that girls have

been trafficked. When he came home, he wanted to see what was

happening here in Durham. Started off with day programs and has grown

since.

● Started preparing for the organization in 2015. In 2016 they actually

started with day programs, community centres, churches, etc.

● Been up and running just under 3 years.

4. What is the mission of your work at Safe Hope Homes?


To rebuild young women’s lives and prepare them to reintegrate back into society

with a healthy lifestyle. Providing them a way out. On average they leave and

come back 7 times.

5. How many people go through your programs per year? 


● Women stay in the program long term on average 3-7 years. Not in the

home for 7 years, but a part of the program.

● April 1- Oct. 1 there are 45 programs.

● Can only have 6 people in the house at once.

● 45 women served in a 5 month period.

● Care for each individual is very specific and they need a lot of support.

44
 ● All of Durham is lacking is a safe house for women to go.

Hoping to maybe open a house one day. Hope to have many houses to

have intimate setting for the women.

● There is one person there for 6 people. All women are at different stages.

Doesn’t work for them to be in one class. Most need individual help.

6. What is the process when someone comes to Safe Hope Home?


● When women come to them, they are in the second stage. Pretty

intensive. Like going to school full time.

● They must be sober, no alcohol or drugs. Sometimes they go to rehab

first. Must be out of the sex trade.

● Only 16-29 years old.

● The women must agree to a 10 day program. If there is no bed they go on

a waitlist and are on their outreach program until they have an available

bed.

● They are there for about a year taking classes on anger management,

addiction, mindfulness, etc. Also budgeting, nutrition, etc. Then they

graduate and it becomes even more individualized to see what they need.

Some need more life skills like learning chores. Some want to go to

college or university, or volunteer.

● Once they think they are ready and their mentor thinks they are ready,

they get a check in to see what they still need until they decide they don’t

need it.

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7. After someone is finished with their time at Safe Hope Homes, how

much do you keep in contact with them?


Stay in contact with them until they both feel they don’t need it.

8. How informed do you think youth and parents are on this issue?

● Getting better since the past few years.

● Victim services got funding for grade 9s.

● Girls and boys as young as Grade 7 should be educated on this; high-

school is too late.

● The women have complex PTSD. So much trauma over such a long time.

Even before they are being trafficked, during and a long time after. It takes

a long time to recover from the trauma. They have trauma bonds.

● It is getting better and they are trying to raise more awareness. People

don’t want to believe it.

9. What would you change or add to increase the awareness, knowledge

and prevention matters?


● In regards to prevention – starting the education of HT earlier. Learning

consent, boundaries, self-esteem, etc.

● Women and men who are empowered and confident can’t be trafficked.

Traffickers look for vulnerability. Young teenage girls are vulnerable.

Understanding consent, what love really is. Continuing to get out there

and raise awareness.

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 ● As long as people want sex, people will be trafficked.

Showing parents the signs of being trafficked. The way they dress, mood

changes, staying out late.

● Traffickers say they can tell in 30 seconds if he can traffic them or not.

10. If it’s okay to ask, where does your funding come from?

Government funding for running programs. Majority is donations and fundraising.

11. Is it enough to do all the work you want to do? 


● They are doing ok but can always use more funding. They want to

expand. Have taken a hit in donations since COVID-19 started.

● Have monthly donations that had to stop because of COVID-19.

● Have outside groups that run fundraisers that have been cancelled or

postponed.

● Having to do a lot of outreach.

● Hotels shut down so women were on the street and they had a lot of

funding towards housing them.

● Hope to expand because they need it in Canada, Ontario and Durham

especially. Hoping for a second house in the near future.

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 12. You’ve done a gala and a golf tournament in support of

Safe Hope Homes – are there any other events or campaigns you’d want

to do, with or without the COVID-19 precautions going on?


● Run their gala every year and hope to continue. Has been postponed this

year. Still want to do something virtual like an auction.

● Had someone from trent do a movie night and all the funds went to them.

● Originally didn’t have outreach. Have a PR Mentor who reaches out to

those with the outreach manager to visit them and see what they need.

● Educating organizations to not bring kids around human traffickers.

Blogs on www.safehopehome.ca written by participants with the angle of

inside the mind of a survivor.

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Durham Region Municipalities

49
Durham Region Hospitals

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Annual Report 2019/20 Screenshots

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52