One Man At A Time Campaign
CAMPAIGN OVERVIEW
TIMING:
GOAL:
VISION:
April 1, 2011 to March 31, 2012
$100 x 1000 men = $100,000
Eliminate violence against women one man at a time
At least one woman is killed by her partner each week in Canada
SUMMARY
Recognizing that men are the perpetrators in over 90% of in-home violence, this is primarily a male
problem, to be addressed most effectively to men. In-home violence is often rooted in long-standing and
unchallenged cultural beliefs and attitudes of male superiority, and the right to male dominance over
women and children.
Through YWCA Durham’s One Man At A Time Campaign, we will raise awareness to affirm the value
and equality of all persons, regardless of age or gender. Men will be encouraged to do honest selfexamination to determine how their own attitudes, words, and actions might inadvertently condone
sexism and violence, and how they might work to change them.
The One Man At A Time Campaign will create awareness and encourage and support men to;
 mentor and teach young boys – and especially their own children or brothers – about how to be
men in ways that respect and do not involve degrading or abusing girls and women
 speak to anyone they know who is disrespectful or abusive to his spouse or children, urging him
to change his behaviour and to seek help to do so
 offer gentle support to those they know or suspect are being abused or have been sexually
assaulted, encouraging them to seek counselling and to consider reporting the abuse to
authorities.
We will encourage all men to take the YWCA Durham’s One Man At A Time Pledge:
“I pledge never to commit, condone, or remain silent about violence against women and children.”
YWCA Durham is seeking 1,000 men to take the One Man At A Time Pledge to help eliminate violence
against women and to validate the pledge with a $100 donation to YWCA Durham’s Violence Against
Women and Children programs and services.
Half of Canadian women (51%) have experienced at least one incident
of physical or sexual violence since the age of 16
FINANCE
Funds raised through the One Man At A Time Campaign will be directed to the Violence Against Women
programs and services at YWCA Durham.
About YWCA Durham: a turning point for women and their families since 1945. YWCA Durham
provides essential services such as meals, emergency, temporary and permanent housing, programs and
supports for vulnerable women and their families throughout Durham Region. YWCA Durham enriches
the community by providing resources and support to families with young children and by providing a
centre for community initiatives.
Up to 360,000 children are exposed to domestic violence each year in Canada
COMMUNICATIONS
Campaign communications will work to support, reinforce and reflect the goals of the Strategic Plan. At
the same time will further support and enhance the mission and vision of YWCA Durham with a clear
direction to build pride in the good work of YWCA Durham and make clear the role of community
support to stimulate philanthropy. Communications will strongly endeavor to leverage all opportunities to
promote the campaign as this is our main fundraiser for the fiscal year.
Communications Strategies
 Develop a clearly identified brand to maximize promotional efforts including key messages
 Initiate and establish relationships with local and regional media to generate Gift In Kind support,
partnership opportunities and generally to extend efforts
 Develop public relations strategy including events and press releases
Between April 1, 2007 and March 31, 2008,
Canadian shelters admitted over 101,000 women and children
LEADERSHIP
Chris Buckley President, CAW Local 222
Co-Chairperson, United Way of Oshawa, Whitby, Clarington, Brock & Scugog
Member CAW National Executive Board
Executive Board Member, Durham Region Unemployed Help Centre
Violence against women and children costs Canadians over $4 billion each year
(including health, social service, education, employment and criminal justice systems)