Greetings form British Columbia. Thank you so much for inviting me to be part of the call today.
I bring regrets and regards from Tracy Porteous, the executive director of the Ending Violence Association of BC. She is in Ireland today speaking about our program. I got to come to this square room with a TV, and she got to travel to Ireland, but I'm delighted to be here to discuss an honour for our organization, the BC Lions Football Club, to be involved with over the last six years. I want to talk a little about how it started, because this truly is a partnership.
Tracy approached the BC Lions organization about an idea she had. In some ways, I was saying it was crazy, but she thought the way to help change the situation of violence against women was to get men involved, and in particular, sports icons and these gruff rough-and-tumble football players.
She came up with this concept because the vast majority of the work to date had been done by women's organizations: how do we help the victims; how do we keep them safe; how do we teach them the warning signs; how do we deal with victims after something terrible has happened; how do we bring back their identity and their confidence; how do we deal with the perpetrators? All that work has been done.
All this wonderful work was being done by women and women's organizations, but the voice of men was missing. This issue had been seen as a women's issue for so many years, when in fact it's a men's issue because men are committing the vast majority of this crime.
She came to us with this idea that we as athletes could use our platform and our voice to help speak to men specifically and boys about what gender violence is and about how we can be part of the solution. That's where the idea evolved.
Tracy always says that we jumped on board right away, but there was much discussion. Obviously, it was a big risk for our organization. If we look at the history and the future of our organization, there is going to be a time when somebody screws up, when a player or someone in our organization does something in a negative way as it relates to violence against women, and we will be sticking our neck out waiting for the axe to come down.
As our leadership said, there is a need in our community. We have an opportunity to make a difference, so we're going to. We're going to deal with any issue that comes up, and we'll deal with it appropriately. We won't hide from it. But we have an opportunity to make a difference, and we want to be part of the solution. That's how it all started.
Anyway, what exactly are we doing? Our program is called Be More Than a Bystander. It's about two things. It's about entering into the conversation. No one was speaking about violence against women. This conversation wasn't happening. It's not something that men talk about. If you bring up the topic in a room, men will go completely silent. There is a need for the conversation, and there is also a need for the call to action and for action. That's what the Be More Than a Bystander program is all about.
While the vast majority of the crimes are being committed by men, the vast majority of men aren't perpetrators. Many of us have friends or have been witnesses to off-putting jokes or negative attitudes about women, or we may know someone, maybe a friend, who is struggling in their relationship, and we don't do anything about it, because we don't know how to. We don't want to get involved. We don't feel it's our place. That's the challenge. How can we get the vast majority of men, who are good men, kind men, to take action and get involved in the conversation, in the solution, rather than being part of the problem? By being silent, we're saying that what's happening is okay.
We wanted to be more than a bystander. We wanted to break the silence on violence against women. That's what we're doing. We're doing it in three ways.
One, we have presentations primarily at the high school level throughout the province of British Columbia. Our players go into the schools and speak to hundreds, sometimes thousands, of students about the issues: what's happening, what the facts are, what the statistics are, what it might look like in their school or their community, and then about how they can be part of the solution, some simple things they can do to be more than a bystander if they witness something. That's the presentation part of what we do.
Two, there is the advertising and promotion, the public service element, in which we have our players on television and radio and in the stadium promoting the message of being more than a bystander and talking about simple ways that we can get involved in a positive way and trying to raise the awareness and get more people to engage in the conversation.
Finally, three, we were able to create a legacy film, which was distributed throughout the province to all of the high schools and a number of the organizations that deal with violence against women, so that we have a resource that will live on when we're no longer around. The program has been an outstanding success.
That's what we're doing. I'll give you some of the numbers.
We've reached over 86,000 students across the province through our presentations over the last five years, and we're going into our sixth year in the program. That's a huge number. We're proud to say that the students are very willing to enter into this conversation. There is a huge hunger for this conversation amongst the students. We've also had over 500 million impressions—and thank God I didn't have to be the one counting them—with our publicity ads, our radio ads, our website stuff, and the hits on our web and on EVA's web, so we're having a lot of success in terms of getting the message out there as well.
I think one of the key measures of success is that we are getting inquiries from a whole lot of other organizations to help them create Be More Than a Bystander programs in their organizations, whether it be British Columbia Institute of Technology, Simon Fraser University, the Winnipeg Blue Bombers or Saskatchewan Football, to name a few of the organizations that we work with, along with the Ending Violence Association of BC, to help them develop their own program to spread the message. We know it's working because people are really interested in what we're doing and the success that we're having in getting the message out.
Certainly we haven't done it without help. Status of Women Canada, the federal government, the province, and even the corporate community, through such organizations as Encana, as well as the unions, and the BC Federation of Labour have been partners. We also have the municipal partners, the City of Surrey and the City of Vancouver. Without their support, there's no way we could do the program.
Tracy spoke to the United Nations. As I mentioned, she's in Ireland. We won a B.C. Association of Broadcasters award, which awarded us, I think, $2 million in free advertising. That really helped us. We've had a whole a bunch of successes in terms of the program itself.
I would say that some of the challenges really relate to the resources that we have to spread around. As I always remind Tracy, while she is a non-profit organization focused on ending violence against women, we're actually a professional football organization focused on winning championships and providing outstanding entertainment. It is challenging our resources. Certainly I would say one of the main concerns we have is with long-term funding for the program. The way we look at it with Tracy, we have to treat this like anti-smoking or drinking and driving. It's going to take years and decades to change attitudes, to change behaviours. Unfortunately, with the process as I know it, you're running a two- or three-year grant, but then, when it's over and you've done all this great work and you have all this sweat work to do, you can no longer apply for the same program, so we have to come up with some unique twists and turns. Maybe that's something you guys can really help with. Is there a place for long-term funding? I do believe that's what it's going to take to change this over the long term.
At the end of the day, this program is all about leadership. I will ask those of you in the room, just by a show of hands, how many of you have a woman in your life that you care about. Really, that's what it's all about. It's not about men coming to the rescue. That's not what it's about. It's about us joining forces with women in a partnership to create a change, to create a solution. I think that's really what the Be More Than a Bystander program is all about. I want to stress how important that partnership really is.
That is one of my main concerns as the director of community relations. We aren't experts on gender violence; we're experts at playing football, and yet we've learned a lot, and with the guidance of EVA BC, we've been able to get the message out. I think it works because of that partnership. For whatever reason, children and young men will listen to us. Perhaps their teacher told them or their parents told them or someone else told them the same message and they never heard it, but they finally heard it when we said it, because for some reason they put us on a pedestal.
Once again, it's been an outstanding six years—we're going on six years—and I thank you for allowing me to speak about it today.