The City of Salmon Arm is a central hub of social services for a very large region. Previous assessments that the community has undertaken, such as the 2021 Community Social Impact Assessment, highlighted the lack of awareness around available services and the reluctance of individuals to access support due to existing stigma.  

Together with the City of Salmon Arm and its Social Impact Advisory Committee, Urban Matters worked to launch an awareness campaign with two goals: to make community members aware of the social services available in Salmon Arm, and address misconceptions and stigma against poverty and homelessness. Using storytelling, we worked with a local reporter to create service provider profiles and tell compelling stories about experiences of poverty. We then delivered local webinars and workshops to provide anti-stigma education and facilitate discussion.  

Impact

Through this campaign, Urban Matters was able to support the City of Salmon Arm to use storytelling as a vehicle to reduce stigma and normalizing seeking poverty-reducing services in their community. This approach resulted in more than 30,000 people reached through print and web media, and more importantly, an enthusiastic response to the in-person workshops which resulted in many people asking, “What can we do next?”. Whether it was looking for ways to tell their story or seeking places to volunteer or advocate, participants were highly engaged and vested in the topic of anti-stigma, indicating a passionate appetite for locally led initiatives.