As Toronto prepares to welcome more than 300,000 soccer fans this summer, a growing network of partners across retail, hospitality, healthcare, and public spaces is playing a central role in a city-wide safety initiative designed to support individuals experiencing gender-based violence. Led by Victim Services Toronto, the expansion of the Ask for Angela program Toronto is embedding discreet access points for crisis support into everyday environments, reflecting a broader shift in how public-facing spaces, including retail, intersect with urban safety infrastructure. While the program initially launched in retail environments, it is designed to operate across a wide range of sectors including hospitality, healthcare, transit, and tourism.
The initiative, led by Victim Services Toronto, builds on an existing foundation established in 2023 and now scales significantly through partnerships across retail and other sectors. With increased foot traffic expected during major international sporting events, organizers are accelerating efforts to embed accessible support systems directly into high-frequency consumer spaces.
Everyday Spaces as a Frontline Safety Network
Everyday consumer-facing environments, including retail, have emerged as critical channels for the program’s expansion. Through its partnership with Loblaw Companies Limited, Ask for Angela has already been integrated into 225 grocery stores and pharmacies across the Greater Toronto Area. Thousands of frontline employees have been trained to recognize the code phrase “Is Angela here?” and respond with a defined protocol that connects individuals to professional support services. QR codes offer an additional discreet option for those seeking help, reinforcing the program’s accessibility across a range of everyday settings.
Dean Henrico, Senior Vice-President Asset Protection at Loblaw Companies Limited, said the partnership has demonstrated tangible impact across stores over the past two years, with expectations for further growth as more organizations participate.
Scaling City-Wide Infrastructure Ahead of Major Events
The expansion of the Ask for Angela retail program Toronto comes at a pivotal moment. Research has shown that large-scale sporting events can correlate with increases in reported intimate partner violence, placing additional pressure on urban safety systems.
“In Toronto, police already record 17,000 to 19,000 intimate partner violence occurrences in the average year, with recent data showing a double-digit year-over-year increase in reports despite chronic underreporting,” said Carly Kalish, Chief Executive Officer of Victim Services Toronto. “This summer’s influx of visitors and the expected vulnerabilities that come with it create an urgent need for Ask for Angela’s increased presence across Toronto, while also presenting a long-term, infrastructure-building opportunity to make pathways to help more consistently available, convenient, and approachable.”
The initiative aims to train an additional 8,000 frontline workers across sectors, including retail, hospitality, and healthcare, effectively transforming a pilot program into a scalable urban safety network.
Retail Environments as Accessible Support Points
The integration of safety initiatives into retail spaces reflects a broader evolution in the role of brick-and-mortar locations. Beyond commerce, stores are increasingly positioned as community touchpoints that offer services extending beyond traditional transactions.
Kalish highlighted a recent example where an individual accessed support through a Shoppers Drug Mart location, noting that the absence of a personal phone would have otherwise prevented them from reaching assistance.
“In mid-March, someone asked for Angela at a Shopper’s Drug Mart in central Toronto, and we were able to immediately connect them to our crisis team to provide urgent resources and shelter,” she said. “Because the individual didn’t have a phone, they would have otherwise been cut off from reaching our support, but Ask for Angela provided them with a safe way to connect to the professional help they needed.”
This type of integration underscores the value of retail accessibility, particularly in urban settings where consumers regularly interact with grocery and pharmacy locations.
Marketing and Awareness Embedded in Public Spaces
To support the expansion, the program will launch its first out-of-home advertising campaign, designed to blend into traditional retail and consumer marketing environments. Posters styled as product advertisements will feature QR codes that connect users to resources and a dedicated website.
The campaign is expected to generate approximately 64 million impressions, targeting high-traffic areas such as transit hubs and retail corridors. This approach aligns with the program’s emphasis on discretion while leveraging the visibility of retail and public spaces.
In addition, a mobile-first interactive map will allow users to locate participating retail locations and other partner sites, creating a permanent digital layer that complements the physical retail network.
A Long-Term Shift in Retail’s Community Role
While the immediate catalyst for expansion is the influx of visitors tied to upcoming sporting events, organizers emphasize that the initiative is designed for long-term impact. The growing network of retail and community partners is intended to create a durable infrastructure that remains in place beyond the summer.
“The city’s upcoming tournament has created real momentum for our work,” said Kalish. “We’re using this moment to bolster the presence, awareness, and reach of Ask for Angela and the network of partners behind it, transforming it from a standalone campaign into a scalable, city-wide safety network that will be able to serve Toronto long after this summer ends.”
From a broader urban and retail perspective, the Ask for Angela retail program Toronto highlights how stores can be multi-functional spaces that support both commerce and community wellbeing. As partnerships deepen and participation expands, retail locations may increasingly serve as critical nodes within broader urban support systems.
