What #NotInMyCity does

#NotInMyCity is a Canadian nonprofit charitable organization founded in July 2017 by country music artist Paul Brandt and operating under the Buckspring Foundation legal entity in Alberta. The organization works to prevent, disrupt, and end human trafficking and sexual exploitation in Canada through five strategic directions: empowering survivors, building community awareness and action, addressing the unique needs of vulnerable people (with a specific focus on Indigenous populations), advancing leading practices, and supporting high-risk children and youth. Its core offerings include a free 30-minute interactive e-learning course on trafficking indicators, the annual Seeing Yellow grassroots awareness campaign, The Maddison Sessions national law enforcement operational summit, and an Airport Safe Room Program. Supporting products include a merchandise storefront (yellow rose pins, decals, bandanas, scarves, bracelets), human trafficking indicator resources in 11 languages including five Indigenous languages (Blackfoot, Plains Cree, Dene, plus Punjabi, Mandarin, Spanish, and Tagalog), the Peer Power With Patti survivor support group, and the Protect Our Children petition platform.

The organization is structured as a facilitative platform rather than a direct service provider, generating revenue through individual donations, corporate sponsorships, merchandise sales, and event fundraising. Donations flow through Rogers Charity Classic/Birdies for Kids (with 50% matching), Calgary Foundation, and CanadaHelps; the A Not So Silent Nite concert series has cumulatively raised $311,500 over 7 years with a 2025 peak of $75,000. Distribution runs through a network of 46+ Canadian airport partnerships (YYC Calgary International as flagship since 2018, with Edmonton International opening a second safe room, Kíisê Watatâtôwin, in July 2025), law enforcement collaborations (Calgary, Ottawa, Waterloo Regional, Montreal, Saskatoon police services, plus ALERT and RCMP), educational institutions (Norton Wolf School of Aviation, Waterloo Region school boards), and healthcare partners (Sheldon Kennedy Centre of Excellence, Alberta Health Services). Operationally lean at 1-10 employees, the organization leverages Paul Brandt's celebrity profile and the iconic yellow rose symbol (designed by Paul Hardy) to drive earned media and grassroots mobilization, with active presence across Facebook, Twitter, Instagram, YouTube, and LinkedIn under the @NIMCAlly handle.

Recognition includes the 2019 Slaight Music Humanitarian Award at the Canadian Country Music Awards. Geographic scope is exclusively Canada, with measurable outcomes including 433+ aviation students trained through Norton Wolf School, 5,400+ signatures on the Protect Our Children petition (Q1 2026), 114+ police officers and 8 crown prosecutors at Maddison Sessions 2025, SART team screening-tool implementation raising youth trafficking identification from 50% to over 70%, and the YYC safe room utilized 8 times within its first few months of operation.

Name

#NotInMyCity

Legal name

Buckspring Foundation

Website

https://notinmycity.ca

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

#NotInMyCity is a Canadian nonprofit founded in 2017 by Paul Brandt that disrupts human trafficking through awareness campaigns, free multilingual e-learning, airport safe rooms, and partnerships spanning 46+ Canadian airports, law enforcement, healthcare, and education sectors.

Ownership category

akta.pro rank

Product category

Anti-Human Trafficking Awareness and Education Services

NAICS

Human Rights Organizations (813311), Individual and Family Services (6241), Social Advocacy Organizations (8133)

SIC

Services-Social Services (8300)

akta.pro primary industry

Human Rights & Anti-Discrimination Organizations (BPAGAFAB)

akta.pro secondary industries

Child Protection & Child Rights (BPAGABAG), Dropout Prevention, Alternative Education & Re-Engagement Nonprofits (BPAGADAL)

Keywords

• Anti-human trafficking advocacy
• Awareness education campaigns
• Nonprofit survivor support
• Law enforcement training
• Airport safe room program

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Donations: The organization accepts donations through multiple channels including Rogers Charity Classic/Birdies for Kids (with 50% matching), Calgary Foundation, and CanadaHelps. Donations support programs for high-risk youth, vulnerable populations, community awareness, and survivor empowerment.
2. Merchandise Sales: Online shop selling merchandise including yellow rose pins, decals, bandanas, socks, scarves, bracelets, coasters, and keychains. All funds raised through merchandise sales support the organization's anti-trafficking work.
3. Event Fundraising: Annual fundraising events including A Not So Silent Nite concerts, Buffalo Bones fundraiser, and Seeing Yellow campaign events that raise funds and awareness.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels9 records

Core offering

#NotInMyCity is a Canadian nonprofit that delivers anti-human-trafficking services through a free 30-minute e-learning course, an annual Seeing Yellow awareness campaign, The Maddison Sessions national law enforcement summit, an Airport Safe Room Program co-developed with Canadian airports, multilingual indicator resources in 11 languages, survivor peer support, an advocacy petition platform, and awareness merchandise. It operates as a facilitative convener across aviation, law enforcement, healthcare, education, Indigenous communities, and the general public.

Product overview

#NotInMyCity is a facilitative organization that has evolved from a campaign (launched July 2017) into a national movement focused on disrupting human trafficking and sexual exploitation in Canada. The core offerings include a free e-learning course for public education, the annual Seeing Yellow awareness campaign, The Maddison Sessions law enforcement conference, and an Airport Safe Room Program. Supporting offerings include merchandise (Yellow Rose pins/decals), multilingual educational resources (11 languages including Indigenous), peer support programming, and an advocacy petition platform. The organization operates primarily through partnerships with airports, law enforcement agencies, community organizations, and schools rather than a traditional software platform.

Differentiator

Problem solved

Functional benefit

Brands

• Seeing Yellow Campaign: Annual summer campaign where allies, partners, and supporters infuse their businesses with yellow in a united stand against human trafficking and exploitation
• The Maddison Sessions (TMS)

Products and services

• E-Learning Course on Human Trafficking Awareness Free 30-minute interactive online education course designed to help Canadians recognize signs of human trafficking and exploitation, with aviation-specific training modules based on ICAO and IATA guidelines.
• Seeing Yellow Annual Awareness Campaign Annual grassroots summer campaign that engages local groups, businesses, and individuals to raise awareness through digital media, events, pop-ups, and merchandise to build awareness and raise funds.
• The Maddison Sessions (TMS) Annual national law enforcement conference that brings together law enforcement, crown prosecutors, and survivors to share best practices and resources in the fight against human trafficking. Maddison Sessions 2026 was the 4th annual summit; Maddison Sessions 2025 drew 114 police officers and 8 crown prosecutors and was hosted by Saskatoon Police Service.
• Airport Safe Room Program Partnership with airports to create dedicated safe/soft rooms for trafficking victims featuring calming environments with soft lighting, comfortable seating, clean clothes, snacks, and coordination with law enforcement and community services. The YYC safe room was used 8 times within its first few months, and Edmonton International Airport opened its own safe room (Kíisê Watatâtôwin) on World Day Against Trafficking in Persons, July 30, 2025.
• Awareness Merchandise Store Online shop selling awareness merchandise including yellow rose pins, decals, bandanas, socks, scarves, bracelets, coasters, and accessories with proceeds supporting the organization.
• Protect Our Children Petition Platform Online petition and advocacy platform calling for Parliament to invoke Section 33 (Notwithstanding Clause) to reinstate mandatory minimum sentences for child sexual abuse and exploitation material. As of Q1 2026, the petition had collected 5,400+ signatures.
• Multilingual Human Trafficking Indicator Resources Educational materials and downloadable indicator pages available in 11 languages (including 5 Indigenous languages) to help identify potential signs of trafficking in various settings.
• Peer Power Survivor Support Group A peer support group called 'Peer Power With Patti' that supports survivors of human trafficking through community connection, esteem building, active recovery, and life skills programming.

Quantifiable outcome

• 46 airports partnered across Canada implementing awareness and training programs
• +3 more outcomes

Named customers14 records

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

27 partnerships are on record, tiered flagship, core and minor.

• YYC Calgary International AirportflagshipStrategic or Co-development Partner · 1 July 2017Founding airport partner since July 2017; collaborated to create Canada's first airport safe room for trafficking victims; awareness campaigns with yellow rose decals throughout terminals; staff training programs implemented
• Edmonton International AirportcoreStrategic or Co-development PartnerOpened safe room Kîsê Watatâtôwin on World Day Against Trafficking in Persons July 30, 2025; hosted national webinar with #NotInMyCity; participates in awareness campaigns
• Calgary Police ServicecoreStrategic or Co-development PartnerOfficers deployed to major events trained through #NIMC e-learning course; collaboration on education and awareness initiatives
• Ottawa Police ServicecoreStrategic or Co-development PartnerHuman Trafficking Unit officers trained through e-learning and Maddison Sessions; cross-jurisdictional collaboration enabled by partnership
• Waterloo Regional Police ServicecoreStrategic or Co-development PartnerPartnership to strengthen education, collaboration, and enforcement efforts; collaborated with school boards on regional awareness initiatives
• HER VictorycoreGTM or Marketing PartnerLocal Calgary organization supporting women impacted by exploitation; receives donations of essential items and backpacks from #NIMC; collaborative community support
• WickFestminorGTM or Marketing PartnerWickenheiser International Women's Hockey Festival partnered to encourage participants to take e-learning course about human trafficking awareness
• Truant Family Medical Suite / Sheldon Kennedy Centre of ExcellencecoreStrategic or Co-development Partner#NIMC funded Maddison's Room within the facility providing trauma-informed medical care space for survivors of sexual assault and trafficking
• The Maddison SessionsflagshipStrategic or Co-development PartnerAnnual law enforcement operational summit powered by #NotInMyCity; brings together investigators, prosecutors, and survivors to share best practices; named in honor of Maddison Fraser
• 46 Canadian Airports (Airport Partner Network)coreChannel Partner/ Reseller/ DistributorGrowing network of airport partners including McCurdy Sydney Airport, Comox Airport, Kamloops Airport, Prince George Airport, Regina International Airport, St. John Airport, Windsor International Airport implementing awareness and education programs
• SecuriguardminorGTM or Marketing PartnerSafety and security partner at Vancouver International Airport for 29 years; empowered staff to look out for trafficking victims
• ReallyTrustedminorGTM or Marketing PartnerCanadian technology platform for real estate anti-money laundering compliance; adding #NotInMyCity training to extend education on human trafficking awareness
• Hull ServicesminorGTM or Marketing PartnerYouth mental health campus partnered to share educational video series on social media covering topics from online safety to healthy boundaries
• Calgary Police ServicecoreStrategic or Co-development PartnerOfficers deployed to major events trained through #NIMC e-learning course ahead of Calgary Stampede and other major events
• Downtown Prince GeorgeminorGTM or Marketing PartnerDowntown business improvement district taking stand against trafficking; Executive Director Chrisie Berry leading community awareness initiative
• NunastarminorGTM or Marketing PartnerHospitality company making human trafficking awareness training mandatory for all hotel staff at Explorer Hotel in Yellowknife and Frobisher Inn in Iqaluit
• Cadillac Fairview Polo ParkminorGTM or Marketing PartnerWinnipeg shopping center partnering for frontline staff education on identifying and assisting trafficking victims
• Central Alberta Child Advocacy CentrecoreStrategic or Co-development PartnerPartner in creating Truant Family Medical Suite; multidisciplinary approach to supporting child trafficking victims
• Alberta Health ServicescoreStrategic or Co-development PartnerHealthcare partner supporting trauma-informed care at Truant Family Medical Suite and SART team screening programs
• ALERT (Alberta Law Enforcement Response Team)coreStrategic or Co-development PartnerCollaborates with RCMP, municipal police, and NGOs on trafficking investigations; safety network coordinators work alongside investigators
• ACT AlbertacoreStrategic or Co-development PartnerAlberta Centre to End Trafficking in Persons; collaborates on safe room implementation and survivor support
• CEASEcoreStrategic or Co-development PartnerCommunity partner providing peer support and resources; collaborated on safe room at Edmonton International Airport
• Montreal Police ServicecoreStrategic or Co-development PartnerLaw enforcement partner presenting investigational techniques at Maddison Sessions; contributed to cross-provincial cooperation leading to trafficking victim recovery
• Saskatoon Police ServicecoreStrategic or Co-development PartnerHost of Maddison Sessions 2025; contributed to national operations planning for trafficking investigations
• Indigenous Elders Advisory CommitteecoreStrategic or Co-development PartnerIndigenous Elders consulted on translation of educational resources to Blackfoot, Plains Cree, and Dene languages; Marsha Hanson and Leonard Bastien/Weasel Traveller contributed
• Paul BrandtflagshipOthersCanadian country music star and songwriter who founded #NotInMyCity in July 2017; brings celebrity advocacy, media attention, and public speaking to advance the anti-trafficking mission
• Alberta Bike SwapminorGTM or Marketing PartnerNon-profit community event donating bicycles to support women in recovery at HER Victory; symbolizing independence and forward movement

Scale indicators10 records

Recent moves6 records

Expansion highlights8 records

Broad incumbents

• A21 Campaign: International anti-trafficking nonprofit with awareness, prevention, and survivor support programs. Comparable in mission and public awareness/campaign approach, though operating across multiple countries with a larger programmatic footprint.
• International Justice Mission (IJM) Canada: Established global anti-trafficking organization with a Canadian chapter. Comparable in mission around disrupting human trafficking and supporting survivor recovery, though operating at much larger international scale with broader program portfolio.
• Free The Slaves: Established international anti-trafficking organization focused on community-based prevention and survivor restoration. Comparable in systems-change and community mobilization model, though operating globally with research and field-program focus.
• Polaris Project: Large U.S.-based anti-trafficking organization operating the National Human Trafficking Hotline. Comparable in systems-change approach, victim identification, and policy advocacy, but at broader scale and primarily U.S.-focused.

Direct peers

• Covenant House Toronto: Major Canadian nonprofit serving trafficked and at-risk youth with shelter, housing, and survivor services. Comparable in its Canadian focus on trafficking survivors and youth, though with a more direct service delivery model.
• HER Victory: Local Calgary organization supporting women impacted by exploitation and trafficking, which receives donations of essential items from #NotInMyCity. Comparable in survivor support focus, though smaller in scope and concentrated on direct service delivery.
• CEASE (Centre to End All Sexual Exploitation): Canadian anti-sexual exploitation organization that has collaborated with #NotInMyCity on the Edmonton International Airport safe room. Directly comparable in mission, survivor support, and partnership model around exploitation prevention.
• Canadian Centre to End Human Trafficking: National Canadian anti-trafficking organization with comparable mission of disrupting trafficking through awareness, training, and survivor support. Directly overlapping in Canadian law enforcement training and public education programs.
• ACT Alberta (Alberta Centre to End Trafficking in Persons): Directly comparable Canadian anti-trafficking organization operating in Alberta that collaborates with #NotInMyCity on safe room implementation and survivor support. Shares overlapping law enforcement, healthcare, and community mobilization focus.

Emerging players

• Not For Sale: Global anti-trafficking nonprofit focused on supply chain disruption and survivor reintegration. Thematically comparable in disrupting trafficking through market-based and community-led approaches, though with a more commercial/income-generation focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/NIMCAlly
• YouTubeyoutube.com/channel/UCJf4_BDlwTj_xWdurUIeGLw/featured?view_as=subscriber
• Facebookfacebook.com/NIMCAlly
• LinkedInlinkedin.com/company/not-in-my-city
• Instagraminstagram.com/nimcally

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about #NotInMyCity