Live Client - Toronto Police

*

Live Client - Toronto Police *

Role

Account Manager

Strategy

Other Contributors

Jessica Ho

Vartika Jaiswal

  • Brief from Toronto Police - Addressing Increased Youth Violence in Toronto.

    Key Findings:

    • Youth Firearm Arrests: Toronto has seen a staggering 161% increase in youth firearm arrests over the past two years (CBC News).

    • Age of Criminal Offenders: The rate of individuals accused of criminal code offenses peaks at 17-18 years of age (Statistics Canada, 2010).

    • Gun Violence Demographics: The average age of individuals involved in gun violence in Toronto has dropped from 25 to just 20 in recent years (Toronto Police).

    • Youth Gang Involvement: Nearly half (48%) of gang members in Canada are under 18, with 39% aged 16-18 (National Crime Prevention Centre).

  • At-Risk Youth of Toronto

    This campaign focuses on Toronto’s young people, ages 17-21, navigating a critical transition to adulthood. At this stage, many face a stark choice between a path of violence or building a better future. You may not be able to change a gang members mind, but how about the ones who are undecided - still looking for a new way out.

    Challenges They Face:

    • Many come from low-income backgrounds and unstable family environments, living in neighborhoods where violence and poverty are part of daily life.

    • Struggling with unemployment or challenges staying in school, they are often surrounded by negative influences and peer pressure.

    • Despite their circumstances, they hold onto aspirations but feel isolated and disconnected from positive role models and resources needed to break the cycle.

    Childhood Poverty:

    • Toronto holds the highest child poverty rate among Canadian cities, with 25% of children living in poverty.

    • UNICEF warns that even brief exposure to poverty during childhood can have lifelong consequences, shaping futures well into adulthood.

  • Scotland Case Study: Glasgow – From "Murder Capital of Europe" to a Public Health Success Story

    Glasgow, once known as the "Murder Capital of Europe," adopted a groundbreaking Public Health Strategy to tackle youth violence. This approach prioritized long-term preventative measures by addressing the root causes of violence among young people.

    Key Interventions:

    • Significant investment in extracurricular activities, education, career development, and social programs with tangible, real-world impacts on youth.

    • A shift from reactive enforcement to proactive community-building and support initiatives.

    Impact:

    • In 2007-2008, Glasgow reported 70,000 violent crimes.

    • By 2016-2017, violent crime rates had dropped by 37% to 43,900 cases.

  • Long-term preventative measures can profoundly change the trajectory of young people in tough situations.

    Jenna – YES RISE Youth Housing Program
    At just 15, Jenna faced homelessness alongside her mother. Through supported housing and comprehensive life skills development, she gained the stability and tools needed to rebuild her life. Today, Jenna is thriving as a French exchange student and pursuing a career in nursing.

    Mustafa – Community Music School of Toronto
    Growing up in Regent Park, Mustafa encountered violence and hardship in his community. His artistic potential was nurtured by a free music education program that provided an outlet for his creativity. Now, he is a successful singer, poet, and songwriter collaborating with renowned artists like The Weeknd, Metro Boomin, and 21 Savage.

    These stories showcase how investing in preventative programs can unlock potential, break cycles, and inspire youth to achieve extraordinary outcomes.

transforms a youthful expression into an empowering call to action —celebrating personal growth, and achievements as a community.

Branded career fairs and skill-building workshops lead the way for this campaign - designed to equip young people with the tools and opportunities they need to succeed. These events will provide hands-on experiences and networking in all types of fields.

TPS will highlight real stories of at-risk youth who have transformed their lives through passions, hobbies, and career pursuits.

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