The Problem

A Crisis In
Toronto

The Neighbourhood Community Police Officer Program

  • Promotes public safety through a community wellness approach
  • Aims to reduce youth violence by building trust and partnerships within communities

The Link

Poverty &
Violence

  • Toronto continues to have the highest child poverty rate amongst cities in Canada, with 25% of all children living in poverty.
  • Even brief exposure to poverty at ayoung age can shadow a child for life. -UNICEF
  • If basic human needs are not met,youth are likely to turn to alternativesolutions - including violence.

The Numbers

  • TORONTO YOUTH FIREARM ARRESTS UP 161% IN 2 YEARS - CBC
  • IN 2010, THE RATE OF THOSE ACCUSED OF A CRIMINAL CODE OFFENCE PEAKED AT 17-18 YEARS OF AGE - STATISTICS CANADA
  • AVERAGE AGE OF THOSE INVOLVED IN GUN VIOLENCE HAS DROPPED FROM 25 TO JUST 20 IN RECENT YEARS - TORONTO POLICE
  • 48% OF GANG MEMBERS IN CANADA ARE BELOW THE AGE OF 18, WITH 39% FALLING BETWEEN THE AGES OF 16-18 - NATIONAL CRIME PREVENTION CENTRE

0 Arrests Up By(%)
0 Gang Members Below 18yrs(%)
0 Average Age of person involved in Gun Violence
0 Children Living in Poverty(%)

Poverty & Violence

Lawrence Heights, a social housing community north of downtown Toronto, faces significant challenges with high crime and substance abuse rates. Many residents report feeling unsafe in their neighborhood
In 2019, police responded to seven shootings in Lawrence Heights within a two-week span.

Helping At Risk Youth

“Our city’s young people deserve to thrive in environments rich with opportunities, not beset by poverty and violence” - Toronto District School Board

Demographics

In and out of school
Generational Poverty
Low wage job
Single Parent House
Age 17-21
Lacking positive role model

Psychographics

Survival
Frustration
Wants Stability
sense of belonging
Hopeful
Under Threat
Has aspirations

Behavioural

Taking Risks
Influenced by Peers
Impulsive
Lack Of Reflection
Drugs and Alcohol

Geographic

Violent Environment
Few Resources
Poor Schooling
low-income neighbourhood

What can be Done?

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THE WORLD HEALTH ORG DECLARED GLASGOW THE "MURDER CAPITAL OF EUROPE”

  • A new approach was taken: The Public Health Strategy
  • Long-term preventative measures
  • This rehabilitative approach focuses on the root causes of youth violence through investments in extracurricular activities, education, career development, and social programs.
  • In 2007-2008, 70,000 violent crimes reported in Glasgow.
  • By 2016-2017, they plummeted by 37 per cent to 43,900.

The Approach

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  • Young people have an inner passion that excites them - hobbies, interests, sports, talents, vocations
  • Youth often think about their future in their transition to adulthood
  • This campaign aims to promote personal and professional development in youth by inspiring education, career advancement, aspirations, hobbies, talents, and creative pursuits.
  • THEMES
    • Uplifting
    • Motivating
    • Passionate
    • Youthful
    • Vibrant

WHY IT WORKS

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  • Emphasizing prevention and long-term solutions by nurturing the personal development of youth.
  • Uses familiar, authentic language that resonates with the target audience
  • Designs stand out, breaking through the typical look of PSA messaging to capture attention
  • The campaign focuses on hope and opportunity, inspiring youth to see the potential for a brighter future.

Youth Stories

She was only 15 when she became homeless with her mother.
Jenna benefited from supported housing and comprehensive life skills development, which provided her with the foundation to enroll in school and secure a part-time job. Today, she is thriving as a French exchange student in Quebec, with aspirations of pursuing a career in nursing

Jenna

YES’ RISE Youth Housing Program

“I must say that the ones who truly blessed us were the ones who looked past our place in society and gave us a second home.”
Growing up in housing project Regent Park, Mustafa faced many challenges. His artistic talent was nurtured by a free music education program for youth. Today, he is a poet, singer, songwriter, and filmmaker working with artists like The Weeknd and Metro Boomin.

Mustafa

Community Music Schools of Toronto
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TTC Subway Station

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Transit Shelter

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Toronto Streets & Parks

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Mall Billboard

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Website

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Success Stories

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Resources

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Youth Violence Info

A core part of the campaign

Experiential

While the messaging will capture youth attention, in person initiatives promoting personal development and career opportunities are crucial in taking the campaign to its fullest potential.

Career Fairs

Organize youth-focused career fairs in partnership with local businesses, colleges, and community organizationss

Short Film

This is a compelling and emotional story that resonates with the target demographic while reshaping TPS’s public image.

Skill Workshop

Partner with local educators, artists, and professionals to deliver interactive workshops on life skills or creative arts.

Campaign Rationale

Current Challenge

Youth ages 17-21 at risk of committing violence feel pressured by their peers, environment, and constant negative circumstances. While they desire change in their life, they feel stuck and disconnected from opportunities

TPS’ Role

TPS’ NCO program will bring opportunities within the reach of these troubled youth through personal development resources and supports, experiential career fairs, and real success stories.

Campaign Approach

The My Come Up campaign will create momentum amongst these at-risk youth by inspiring them to channel their energy into their passions and help them realize that a bright future is within their reach.