Victim Services Expands 'Ask for Angela' Campaign

Victim Services Toronto has announced the expansion of its “Ask for Angela” safety campaign as the city prepares to host matches during the upcoming FIFA World Cup. The initiative aims to provide discreet help to people experiencing gender-based violence or exploitation.

The “Ask for Angela” program allows individuals in danger to seek assistance by using a simple code phrase — “Is Angela here?” — at participating locations. Trained staff at these locations understand the signal and follow a protocol to safely assist the person, connecting them to support services without drawing attention.

Originally launched in the UK, the campaign was introduced in the Greater Toronto Area in 2023. It has now expanded to more than 225 locations across the city, including retail stores, pharmacies, and other public spaces. Staff at these locations are trained to respond quickly and sensitively when someone uses the code phrase.

The expansion comes as Toronto expects a large number of visitors for the World Cup matches starting in June. Officials say major international events can sometimes lead to an increase in gender-based violence and human trafficking due to factors such as large crowds, alcohol consumption, and heightened social activity.

To prepare for this, Victim Services Toronto is working with several new partners across different sectors. These include hospitality, healthcare, transportation, tourism, and emergency services. The organization plans to train around 8,000 additional staff and volunteers to ensure that help is widely available across the city.

Key partners include major locations such as the CN Tower and hotels like Hilton Toronto, as well as emergency response teams like Toronto Paramedic Services. These partnerships aim to create safe and accessible support points in everyday places where victims may find an opportunity to seek help.

In addition to expanding physical locations, the organization is developing a digital map that will allow people to easily find nearby “Ask for Angela” sites. A new public awareness campaign will also be launched, featuring posters designed to look like regular advertisements but containing QR codes that link to support resources.

Law enforcement officials have supported the initiative, noting that large events often see a rise in cases of human trafficking and intimate partner violence. They stress that victims usually have limited opportunities to seek help, making discreet programs like this especially important.

Recent cases have already shown the effectiveness of the campaign. According to the organization, a survivor recently used the code phrase at a pharmacy, allowing staff to quickly connect her with support services and safe shelter.

With the expansion of the “Ask for Angela” initiative, Toronto aims to ensure that help is accessible, safe, and discreet for anyone in need during one of the city’s busiest international events.