Alberta launches 'I Believe You' campaign to support sex assault survivors

Alberta launched a new public awareness campaign Monday called "I Believe You," aimed at educating the public on how to better respond to survivors of sexual assault.

According to numbers released for the campaign, 97 per cent of sexual assaults go unreported.

Educating the public about the power of a positive response is one of the simplest and most effective ways to encourage survivors to come forward, the province said in announcing the new campaign.

People who receive a positive response are significantly more likely to get help, seek justice, and help stop sexual assault.

Information about the campaign cited polling by Leger Research that suggests only 15 per cent of Albertans "strongly agree" that they would know what to say to someone who reports being sexually assaulted.

The campaign is being led by the Association of Alberta Sexual Assault Services and is funded by the province.

Post-secondary institutions will promote "I Believe You" on campuses this fall.

Lori Sigurdson, minister of innovation and advanced education, helped launch the campaign at a news conference in Edmonton on Monday morning. Irfan Sabir, minister of human services, hosted a similar launch in Calgary.