The Waterloo Regional Police Service (WRPS) is pleased to announce a partnership with Conestoga Mall in support of the #NotInMyCity initiative, a national organization focused on raising awareness, education, and prevention of human trafficking and sexual exploitation across Canadian communities.

#NotInMyCity was launched in 2017 by Paul Brandt, a Canadian country music artist, to raise awareness and collective action to prevent and end human trafficking and sexual exploitation.

The organization has become known for its iconic yellow rose – a symbol of support and a statement that you stand in solidarity with trafficking survivors as an ally of #NotInMyCity.

As part of this collaboration, Conestoga Mall will introduce awareness-focused signage. These materials are designed to provide clear, accessible information that helps educate the public on recognizing potential signs of human trafficking and directs individuals to available support resources.

This initiative is part of a broader community effort centred on prevention and awareness. The placement and messaging of materials have been thoughtfully designed to inform and empower guests, tenants, and staff while reinforcing the importance of community-wide collaboration in addressing this issue, empowering the community to recognize the signs of human trafficking, and supporting individuals who may be at risk.

Since 2020, the Region of Waterloo has experienced elevated rates of victimization of human trafficking when compared to provincial and national rates, with this form of gender-based violence disproportionately affecting women and girls.

In 2024, the rate of victimization of human trafficking in Waterloo Region (3.4 people per 100,000) was approximately 70% greater than the Ontario rate (1.99 people per 100,000) and 178% greater than the national rate (1.22 people per 100,000; Uniform Crime Reporting Survey, Statistics Canada).

“Ending human trafficking and sexual exploitation requires collaboration and shared responsibility,” said Chief of Police Mark Crowell. “We appreciate the support of community organizations and businesses, such as Conestoga Mall, in strengthening education and enforcement initiatives, ensuring those affected receive the support they need and offenders are held accountable.”

The awareness campaign will be introduced at Conestoga Mall in early May.

“Education is one of the most powerful tools we have to help prevent exploitation and keep young people safe,” says Paul Brandt, Founder, #NotInMyCity. “Partnerships across all sectors matter, especially in public spaces like shopping centres, where communities gather every day. By welcoming Conestoga Mall as an ally, we’re strengthening a community-wide approach to awareness, vigilance, and prevention.”