An Alberta campaign to encourage survivors to come forward and report sexual assaults has seen strong results as it relaunches this month.

The Association of Alberta Sexual Assault Services’ (AASAS) “#IBelieveYou” campaign is running for a third time this month. With creative from Calgary’s Cause & Effect and Oakville, Ont.’s InfinityComms, the new content is meant to build public support for sexual assault survivors.

A 30-second spot shows both the struggle of sharing and the power of believing someone who comes forward.

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There are indications that the campaign, which first launched in 2015, is working. Since last year, AASAS has seen a 53% jump in new counseling clients, while reporting to police has increased in both Edmonton (13%) and Calgary (20%). Those may not seem like positive stats, but sexual assault is historically among the most underreported crimes.

Since #IBelieveYou’s 2015 launch, the number of Albertans who would offer support to a survivor has tripled, and the number that would say “I believe you” has gone up 12 times, per the AASAS.

The campaign, which runs through September and October, also includes a digital mosaic on Twitter and Instagram that contains messages of support and portable graffiti walls on campuses.

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