Security company rolling out Indigenous ambassador program

A Winnipeg security firm, Impact Security, has introduced an Indigenous ambassador program in a downtown Dollarama store to promote cultural understanding and prevent incidents of racial profiling and violence. The program involves hiring an Indigenous community member, Viv Ketchum, as an ambassador to work alongside the company’s security guards.

Ketchum, a community advocate, will educate security guards and store employees about cultural sensitivity and the roots of problems contributing to criminal behavior. The company aims to expand the program to more retailers and hire up to 20 additional ambassadors.

The idea behind the program stems from a recent incident where an Impact Security guard allegedly used brass knuckles while assaulting an Indigenous man at the Dollarama store. Both the guard and the man were charged. Impact Security owners, Ron D’Errico, believe the program is the first of its kind in Manitoba and want to foster better relationships between people of different backgrounds. They hope the ambassadors will help reduce shoplifting, violent incidents, and racial profiling in stores.

Ketchum, who attended a rally outside the Dollarama store after a witness shared video footage of the guard assaulting the shoplifter, aims to ensure the safety of customers, security guards, and store employees. She focuses on treating shoplifters fairly and preventing excessive force from security guards. Ketchum said the Dollarama store has become calmer since she started as an ambassador, with security guards getting to know her better and reducing racial remarks.

Dollarama supports the ambassador initiative, and Ketchum wants other stores and security companies to adopt similar programs to increase Indigenous awareness. The province is also working on updating the security guard training manual, which she hopes will include a program for ambassadors to be part of.