# Discreet Victim Support Initiatives VST and Loblaw Have Teamed Up on the Ask for Angela Campaign By Jana Pijak | Published 2024-01-27 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/ask-for-angela-campaign References: [loblaw](https://www.loblaw.ca/en/victim-services-toronto-launches-ground-breaking-partnership-with-loblaw-to-ensure-safety-for-all/)  Victim Services Toronto (VST) and [Loblaw Companies Ltd](https://www.trendhunter.com/trends/pc-express-rapid-delivery) have teamed up on the 'Ask for Angela' campaign, an innovative program aimed at enhancing the safety and well-being of the Toronto community. Drawing inspiration from the successful campaign of the same name in the UK, this initiative aims to create a safer environment for individuals who may feel vulnerable or threatened. In collaboration with Loblaw's retail stores, including [Real Canadian Superstore](https://www.trendhunter.com/trends/loblaw-and-marvel), Loblaws, [Shoppers Drug Mart](https://www.trendhunter.com/trends/purse-project), No Frills, Valu-Mart, and Your Independent Grocers, VST seeks to extend the program's reach throughout Toronto. The initiative revolves around discreetly requesting "Angela" as a code-phrase at participating venues, signaling to staff members that assistance is needed. This discreet approach would ensure a swift response from staff, helping to guide individuals to a secure location for confidential assessment and help from either law enforcement or Victim Services Toronto. Alongside the Ask for Angela initiative, VST and Loblaw have developed an online training tool for staff members, emphasizing a quick and effective response. Image Credit: Loblaw Companies ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 20% | Activity: 33% | Freshness: 20% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Activism](https://www.trendhunter.com/activism) ## Key Themes ### Why This Trend Is Growing - **Discreet Safety Initiatives:** The 'Ask for Angela' campaign is part of a larger trend of discreet safety initiatives aiming to create a safer environment for vulnerable individuals. - **Collaborative Partnerships:** The collaboration between VST and Loblaw is indicative of a trend towards collaborative partnerships in addressing community safety and well-being. - **Online Training Tools:** The development of an online training tool by VST and Loblaw reflects a trend of utilizing technology to enhance staff members' knowledge and response rates. ### Industries Being Reshaped - **Retail:** The 'Ask for Angela' campaign and partnership with Loblaw demonstrates the potential for retail industry to play a role in promoting safety and well-being within the community. - **Law Enforcement:** The discreet code-phrase approach of the 'Ask for Angela' campaign suggests the opportunity for law enforcement agencies to collaborate with businesses in providing immediate assistance to vulnerable individuals. - **Training and Development:** The development of an online training tool by VST and Loblaw highlights the potential for the training and development industry to offer specialized programs addressing community safety and response strategies. ## Related on Trend Hunter - [Abuse Awareness Beauty Initiatives](https://www.trendhunter.com/trends/abuse-awareness-1.md) - [Anti-Domestic-Violence Campaigns](https://www.trendhunter.com/trends/neighbours-friends-and-family.md) - [Retail Body Cam Initiatives](https://www.trendhunter.com/trends/pret-a-manger-2.md) - [National Trafficking Awareness Ads](https://www.trendhunter.com/trends/see-the-trafficking-signs.md) - [Public Awareness Campaigns](https://www.trendhunter.com/trends/face-the-issue.md) - [Flexible Alcohol Training Program](https://www.trendhunter.com/trends/training-program.md) - [Domestic Violence Awareness Campaigns](https://www.trendhunter.com/trends/aid-to-cart.md) - [Branded Anti-Harassment Initiatives](https://www.trendhunter.com/trends/paywall-down-campaign.md) - [At-Risk Youth-Targeted Initiatives](https://www.trendhunter.com/trends/pacific-links-foundation.md)