More than fifteen years ago, Brent Choi and his ad agency worked with the Toronto Rape Crisis Centre to make a PSA about violence against women.
A staff member at the centre had expressed frustration because women and girls were so often discouraged from helping themselves. She said, “If you were in a burning building, would you discourage someone to call for help? Why do we not encourage women and girls to fight back?”
This is what was created….