Overview

We were approached by Maskwacis Cree Tribal Council (MCTC) to develop a campaign that would raise awareness of and combat the rising realities of drug and gang violence in the communities MCTC serves—Ermineskin Cree Nation, Samson Cree Nation, Louis Bull Tribe, and Montana First Nation (70km south of Edmonton)—and surrounding areas. Together, these nations form one of the largest Cree populations in the province. We determined our mission was to craft a powerful and culturally resonant message, framed positively, to inspire healing, unity, and cultural reclamation that matched MCTC’s deep commitment to cultural revitalization, community safety, and youth empowerment.

The result was the “Change Your Colours” campaign that showcases messages of love, kindness, peace, resilience, warrior spirit, kinship, and support in Cree syllabics, alongside a beautiful image of a pow wow dancer in their regalia. Displayed prominently on the Capital Light Rail Transit (LRT) line in Edmonton, as well as on billboards across Edmonton, Wetaskiwin, Camrose, and major highways, these powerful messages are encouraging connection – to family and to culture – and disconnection from a life of gangs and guns.

Deliverable

• We developed a campaign message and artwork that made history in having Cree syllabics prominently displayed on Edmonton’s LRT system, on key highways, and in surrounding communities heavily impacted by drugs and gang violence.
• We took a very limited budget and turned it into a six-figure advertising campaign by applying for a PATTISON Outdoor Elevating Voices grant on behalf of MCTC.
• Project lead Elizabeth Bunney delivered a pro-bono media event through her consultancy Elizabeth Bunney Communications to give back to Community.
• The campaign launch achieved close to 40M impressions and more than $1M in Ad Value Equivalency through online media sources in the first week following the campaign launch (not to mention the traditional broadcast reach through key outlets like Global and CTV Edmonton).