Indigenous Ambassador Program Transforms Safety at Winnipeg Dollarama Store

A prominent Indigenous advocate has successfully transformed the safety environment of a downtown Winnipeg retail store by serving as a cultural ambassador and mediator. Viv Ketchum has been working alongside security personnel at the Dollarama on Portage Avenue, acting as a critical liaison between guards and community members. The initiative was launched following a serious incident earlier this year involving an assault on a customer, which prompted calls for better training and community-led safety solutions. Speaking with CBC News on Sunday, 31 August 2026, Ketchum reported that the atmosphere at the shop, located between Donald and Smith streets, has become significantly more peaceful. Staff members have observed that the store is "a lot calmer" during her shifts, noting a visible reduction in both violence and retail theft. Ketchum, who works at the location eight hours a day, six days a week, often intervenes to de-escalate tensions and has even offered sacred items like tobacco or sage to facilitate respectful dialogue. Impact Security Group president and CEO Ron D'Errico credited Ketchum’s presence with a "sharp decline in violence in the workplace." He noted that her role as a bridge between the security company and the public allows for mediation that prioritises respect over physical confrontation. The success of the program has been so pronounced that D’Errico plans to expand the ambassador model to other locations across Canada. For Ketchum, the role has also been one of personal bridge-building. Despite initial hesitations due to her own past experiences with racial profiling in retail settings, she has developed strong professional bonds with the security team. She told CBC that getting to know the guards as individuals has been an "eye opener," mentioning that one staff member now affectionately refers to her as "auntie."