![\"\"](\"https:\/\/www.europesays.com\/canada\/wp-content\/uploads\/2026\/09\/1788784808_212_SGKKRV45JJCVBDWFS6QBJJ6SVM.jpeg\")
Dollarama Impact Security Group Ron D’Errico, president and owner of Impact Security Group. (CTV News) Different approach to security<\/p>\nVivian Ketchum\u2019s new role as community safety ambassador has led to a decrease in shoplifting at one Winnipeg Dollarama. Alex Karpa reports. <\/p>\n
WINNIPEG \u2013 A well-known Indigenous advocate in Winnipeg is working as an ambassador alongside security staff at a downtown Dollarama store.<\/p>\n
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.<\/p>\n
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.<\/p>\n
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.<\/p>\n
The security guard, who worked for ISG, was removed from active duty and arrested by Winnipeg police.<\/p>\n
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\u2019s now become part of that change.<\/p>\n
\u201cI go into the store, and I prevent any situation from escalating with the security guards and alleged shoplifters,\u201d she said. \u201cI also notify the shoppers when there\u2019s a situation that\u2019s occurring.\u201d<\/p>\n
She also greets customers as they enter the store, connects with people outside the store and works to build relationships with the surrounding community.<\/p>\n
Her goal, she said, is to bring empathy into an environment where tensions can quickly escalate.<\/p>\n
\u201cI want the kids and parents to be feel safe shopping in the store,\u201d she said. \u201cWhat I try to do is connect with the community I love.\u201d<\/p>\n
Dollarama Impact Security Group Ron D’Errico, president and owner of Impact Security Group. (CTV News) Different approach to security<\/p>\n
Ketchum says she was contacted by Ron D\u2019Errico 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.<\/p>\n
The program is designed to address concerns around racial profiling and stereotyping, while providing education and support to both security guards and the retailer.<\/p>\n
D\u2019Errico, who is ISG\u2019s president and CEO, said Ketchum can also help navigate situations involving law enforcement, including when an individual is arrested or removed from the store.<\/p>\n
He believes the approach is already making a difference. D\u2019Errico says the store has experienced an 80 per cent decrease in shoplifting and other crime-related issues since Ketchum began working there.<\/p>\n
\u201cWe\u2019ve had no incidents with violence since we put this program in place. Guards are reporting that the environment is very calm, it\u2019s relaxed, and as a matter of fact, it\u2019s very vibrant,\u201d he said. <\/p>\n
\u201cMore people are coming in, and more people shopping.\u201d<\/p>\n
D\u2019Errico says retailers across the country have reached out to him about this ambassadorship program and he says the hope is to expand Ketchum\u2019s role to other retailers across the country.<\/p>\n
\u201cWe\u2019re in discussions and working out the parameters of putting this program in place. It actually is a program that has proven amazing results,\u201d he said.<\/p>\n
\u201cWe\u2019re 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.\u201d<\/p>\n
![\"\"](\"https:\/\/www.europesays.com\/canada\/wp-content\/uploads\/2026\/09\/1788784808_69_V335PW4675DFHGG7VSAXPSYBEU.jpeg\")
Dollarama Impact Security Group Vivian Ketchum stands outside a Dollarama in downtown Winnipeg, where she is a community ambassador. (CTV News) Experts call approach a \u2018welcome turn\u2019<\/p>\n
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.<\/p>\n
\u201cThis is for two main reasons \u2013 first, it provides some help to those who act as security guards \u2013 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 \u2013 in other words, crime prevention,\u201d she said.<\/p>\n
\u201cAn 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,\u201d she added. <\/p>\n
Michael Weinrath agrees with Gorkoff.<\/p>\n
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.<\/p>\n
\u201cIt\u2019s a certainly a much softer and more socially acceptable way to try to deal with those sorts of problems,\u201d he said.<\/p>\n
\u201cIt\u2019s 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.\u201d<\/p>\n
As for Ketchum, she just wants to make a difference and make downtown a safe place for everybody.<\/p>\n
\u201cI\u2019m hoping my small role helps,\u201d she said.<\/p>\n","protected":false},"excerpt":{"rendered":"Vivian Ketchum\u2019s new role as community safety ambassador has led to a decrease in shoplifting at one Winnipeg…\n","protected":false},"author":2,"featured_media":199014,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[147,84],"class_list":["post-199013","post","type-post","status-publish","format-standard","has-post-thumbnail","category-winnipeg","tag-apple-news","tag-winnipeg"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/posts\/199013","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/comments?post=199013"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/posts\/199013\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/media\/199014"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/media?parent=199013"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/categories?post=199013"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/tags?post=199013"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}