Archive for the ‘Sheldon Kennedy Child Advocacy Centre’ Category

Sheldon Kennedy Child Advocacy Centre launches toolkit to prevent child abuse

Thursday, November 30th, 2017

Stephanie Rochon, Intern

Every October, child advocacy organizations recognize Child Abuse Prevention Month with the goal to raise awareness on how to identify and prevent child abuse. This year, the Brookline team had the opportunity to work with the Sheldon Kennedy Child Advocacy Centre (SKCAC) regarding an important announcement around this cause – the launch of an informational toolkit to help educators and school staff recognize, address and report potential child abuse they may suspect within their schools.

With Brookline’s support, the SKCAC held a press conference where SKCAC CEO Sara Austin, Calgary Catholic School District Superintendent Gary Strother and Calgary Board of Education Superintendent David Stevenson announced the launch of the toolkit in schools across Calgary, as well as its availability to schools and youth serving organizations across the province. The hope is that the toolkit will be implemented in schools across Canada, empowering all teachers and school staff with the information and resources they need to recognize and report abuse.

Brookline was pleased to support the SKCAC on this initiative with event planning and media outreach for the conference. Prior to the event, the Brookline team coordinated the event logistics and then helped ensure that everything ran smoothly on the day.

Brookline focused its media relations efforts on traditional Calgary media and national print outlets. The conference resulted in nationwide media coverage and well over 12 million impressions; a great result as the SKCAC hopes the tool will be used in schools across the country. Notable outlets covered the story including the National Post, Globe and Mail, CTV Calgary News and Global News Calgary. In total, there were 89 media stories published around the country on the toolkit.

Brookline was thrilled to be part of the SKCAC’s tool kit launch, and was pleased to help garner significant media coverage for this important initiative.

 

Stephanie is an intern at Brookline Public Relations. A self-professed ‘word nerd,’ she’s keen to find the heart of every story and make it matter to those who will read it. She has experience in creative and corporate writing, event planning and media relations.

Where Does Strength Come From?

Friday, June 17th, 2016

Shauna MacDonald, Principal and Founder

I need to write more blogs. I am not the greatest when it comes to delivery, but when I do write them, I want to ensure I have something to say. Not just write a blog for the sake of checking it off a fairly substantial to-do list.

For this particular blog, my first thought was to write about trends in the public relations industry. Our industry is in a constant state of flux and is ever-evolving. However, I could write about that at any given time. Instead, I wanted to write about strength. Quite fitting given it is Brookline’s theme for 2016.

Two nights ago I attended the premier screening of Sheldon Kennedy’s documentary – Swift Current. I had seen the film before. In fact, many times, given Brookline has had the privilege of working with Sheldon and the Sheldon Kennedy Child Advocacy Centre over the past two years. However that night, while sitting in the audience with hundreds of people, the word strength kept coming into my consciousness.

For those of you who don’t know Sheldon’s story, it’s a tough one. Sheldon is a former NHL hockey player, but is better known for his courageous decision to charge his Major Junior Hockey league coach with sexual assault for the abuse he suffered over a five year period while a teenager under his care. Not only does the film highlight Sheldon’s turbulent struggles, but also two innocent teenagers’ stories of abuse at the hands of their family members/care givers.

All three stories are gut-wrenching. All very different, but also the same. These three courageous people had the strength to speak up and have the strength to keep going when insurmountable obstacles are at their feet every single day.

So while sitting in that theatre and listening to their stories, it reminded me that strength cannot be taken for granted. Not when these three individuals have to use it every single day of their lives simply to make it through the day. So as Brookline forges ahead with our 2016 theme, I will continue to remind myself that we as a team must wear strength as a badge of honour and strive to fulfill it every day.

 

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– Shauna is Principal and Founder of Brookline Public Relations. When she is not doing her PR “thang”, she loves slaying dragons and bad guys with her two beautiful sons.

Brookline Calls for #SwiftAction Against Child Abuse

Tuesday, December 1st, 2015

Dakota Sandquist, Assistant Account Specialist

 

Earlier this month Sheldon Kennedy’s documentary, Swift Current, launched at the Rendezvous with Madness Film Festival in Toronto, followed shortly by a national airing on Global TV. Brookline was honoured to support Kennedy and the Sheldon Kennedy Child Advocacy Centre in advance of and following the debut of the documentary.

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Through social media outreach and a national media relations campaign, Brookline called for action as Swift Current encouraged Canadians to speak up for children and families who had been impacted by abuse.

In the weeks leading up to the premiere, Brookline successfully executed a social media takeover that included educating followers on child abuse prevention, documented emotional accounts of the film’s impact on others and pushed out the trending hashtag #SwiftAction, which urged supporters to take action in ending child abuse.

Through media relations efforts, Brookline also supported Kennedy and film director Joshua Rofé as they conducted interviews with nationally acclaimed media outlets, such as Globe and Mail, ET Canada, Breakfast Television and Global TV.

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Sheldon Kennedy, film director Joshua Rofé and ET Canada Co-Host Rick Campanelli featured on ET Canada. (Photo Credit: @RCampanelliETC ET Canada)

An important step to ending child abuse, Brookline would like to applaud the efforts made by Kennedy and Rofé to speak up for those who often times do not have a voice. The Brookline team is honoured to have supported this important mandate and the Sheldon Kennedy Child Advocacy Centre.

To continue to learn more about the Sheldon Kennedy Child Advocacy Centre and the documentary, Swift Current, please visit sheldonkennedycac.ca or follow the Sheldon Kennedy Child Advocacy Centre at @skcac.

Dakota Headshot

-Dakota Sandquist is an Assistant Account Specialist with Brookline and has a background in the hospitality and non-profit sectors. Her expertise lies in strategic communications, brand development and management and media relations.