WINNIPEG – A well-known Indigenous advocate in Winnipeg is working as an ambassador alongside security staff at a downtown Dollarama store.
Vivian Ketchum is working with Impact Security Group (ISG), helping prevent conflicts between security guards and shoppers. The program comes months after the store was the site of a serious assault involving a security guard.
Police allege a 46-year-old man tried to leave the Dollarama with stolen items, and allegedly assaulted and threatened to kill a security guard. The security guard then restrained the man.
A video recorded in February went viral on social media after it appeared to show a security guard holding a man on the ground before punching and stomping on him.
The security guard, who worked for ISG, was removed from active duty and arrested by Winnipeg police.
Ketchum was among dozens of people who rallied outside the store following the incident, calling for changes to how security and safety are handled. Months later, she’s now become part of that change.
“I go into the store, and I prevent any situation from escalating with the security guards and alleged shoplifters,” she said. “I also notify the shoppers when there’s a situation that’s occurring.”
She also greets customers as they enter the store, connects with people outside the store and works to build relationships with the surrounding community.
Her goal, she said, is to bring empathy into an environment where tensions can quickly escalate.
“I want the kids and parents to be feel safe shopping in the store,” she said. “What I try to do is connect with the community I love.”
Different approach to security
Ketchum says she was contacted by Ron D’Errico from ISG for this new ambassadorship program. She said she was a little leery at first, but decided it would be a good role to help create change.
The program is designed to address concerns around racial profiling and stereotyping, while providing education and support to both security guards and the retailer.
D’Errico, who is ISG’s president and CEO, said Ketchum can also help navigate situations involving law enforcement, including when an individual is arrested or removed from the store.
He believes the approach is already making a difference. D’Errico says the store has experienced an 80 per cent decrease in shoplifting and other crime-related issues since Ketchum began working there.
“We’ve had no incidents with violence since we put this program in place. Guards are reporting that the environment is very calm, it’s relaxed, and as a matter of fact, it’s very vibrant,” he said.
“More people are coming in, and more people shopping.”
D’Errico says retailers across the country have reached out to him about this ambassadorship program and he says the hope is to expand Ketchum’s role to other retailers across the country.
“We’re in discussions and working out the parameters of putting this program in place. It actually is a program that has proven amazing results,” he said.
“We’re coming at it with empathy and understanding, transparency and communication. Those are keys to building any relationship and maintaining that relationship is key to solving this problem.”
Experts call approach a ‘welcome turn’
University of Winnipeg criminologist Kelly Gorkoff says the idea of bringing in an Indigenous advocate to act as a liaison in the store is a good step.
“This is for two main reasons – first, it provides some help to those who act as security guards – who are hired by private companies and have little to no training or labour support; second, it recognizes that individuals who commit crime have needs that if addressed, can reduce crime – in other words, crime prevention,” she said.
“An advocate or a community safety ambassador can deal directly with people who might be thinking about stealing something, who need food, who need supports and those people will listen to someone advocating for their wellbeing opposed to wanting to arrest them, or punch them, or fight them,” she added.
Michael Weinrath agrees with Gorkoff.
The University of Winnipeg criminology professor says the introduction of this program serves a number of important functions, including the importance of cultural communication. He says it also provides a potential mediator in situations where shoplifting may occur.
“It’s a certainly a much softer and more socially acceptable way to try to deal with those sorts of problems,” he said.
“It’s good to see an Indigenous person in a position such as this, trying to do some good and trying to help people get along, cooperate and resolve conflicts in a good way.”
As for Ketchum, she just wants to make a difference and make downtown a safe place for everybody.
“I’m hoping my small role helps,” she said.
