Women’s Shelters Canada Reclaims Workplace Opportunities for Survivors with 'Refer Her'

While the business world relies on professional referrals to open doors, thousands of Canadian women see theirs closed due to the hidden impact of domestic violence. In response, Women’s Shelters Canada (WSC) and LG2 have launched Refer Her, a campaign that subverts corporate language to break the silence on the professional consequences of abuse.

Data reveals that 1 in 3 Canadian workers have experienced domestic violence in their lifetime, with 82% reporting that the abuse negatively impacted their work performance. Despite this, only 35% of workers believe their employers take the issue seriously.

The campaign centres on a 'reference letter' written for survivors. In a professional context, a reference letter symbolises a new beginning; it allows one’s past to work for them, not against them. For survivors whose performance may have been unfairly judged, this letter represents the permission and support needed to move forward and keep the jobs they deserve.

The initiative features a flagship video starring filmmaker Sarain Fox, who delivers a powerful reading of this letter, transforming a standard HR document into a plea for recognition and structural support.

“Through Refer Her, we’re meeting the business community where they’re at, on platforms like LinkedIn and in corporate language, to show that domestic violence is also a workplace responsibility,” said Anuradha Dugal, executive director at WSC.

To reach C-suite leaders, WSC is mailing physical copies of the Refer Her letter to the CEOs of 50 of Canada’s most prominent companies, urging them to implement WSC’s Domestic Violence & Your Workplace training.

This massive collective effort secured over $200,000 in pro bono media value through LG2, REF, and Dialekta. The national media and PR strategy was further supported by alinea and Hype. The integrated plan spans premium print (including a National Post wrap), targeted streaming on Netflix and high-traffic digital OOH in major Canadian business hubs.

The campaign directs employers and colleagues to ReferHer.ca to learn the 'Three Rs' of support (Recognise, Respond, Refer), sign up for training or share the reference letter to signal a commitment to safer workplaces.

“The Refer Her concept uses the tools of the corporate world to dismantle its taboos,” said Josh Stein, partner and chief creative officer at LG2. “We are forcing a conversation that has been ignored in boardrooms for too long.”

For more information, visit ReferHer.ca.