Project
Marketing campaign
Branding and Marketing
She Is Indigenous #EndViolenceWithRespect
Services
Brand development
Marketing strategy
Graphic design and video
Web development
Digital marketing and advertising
Expertise
Indigenous relations
Non-profit and non-government organizations (NGO)
The Seed
In 2018, Les Femmes Michif Otipemisiwak (Women of the Métis Nation) hired Spruce Creative to develop a strengths-based campaign with the goal of changing attitudes and perceptions of Canadians about Indigenous women, girls and 2SLGBTQIIA people. The campaign was to focus on everyday Indigenous women from across Canada and include the perspectives of First Nations, Inuit and Métis participants.
What emerged was She Is Indigenous, a digital-first video campaign with a goal to #EndViolenceWithRespect.
Watch the video about Lizzie, one of the Inuk participants and then read on to learn more about the campaign’s roots.
She is Indigenous video with featured speaker Lizzie.
She is Indigenous video with featured speaker Pearl Gabona.
She is Indigenous video with featured speakers Susan and Madeline.
Roots
Two key elements were critical to the success of the campaign: including the authentic perspectives and voices of Indigenous women and connecting with the target audience of non-Indigenous Canadians.
Spruce developed an approach that combined multiple rounds of consultation with Indigenous advisory groups at the provincial and federal levels, focus group testing of the proposed campaign concepts with non-Indigenous Canadians, and research into Indigenous and non-Indigenous relations in Canada.
The result was a storytelling approach that featured an Indigenous woman or 2SLGBTQQIA person being recognised and celebrated for their strength by someone who knew them well.
Growth
To make the campaign a reality, Spruce worked closely with Women of the Métis Nation to select nine participants who represented a broad spectrum of experiences from across Canada. Within a 10-week period, Spruce’s film team traveled from coast to coast to coast to meet, interview and film the participants and their supporter in their communities.
While the campaign videos were being filmed, the team in Ottawa designed and developed the campaign website, which also featured a resources section to help educate non-Indigenous Canadians about First Nations, Inuit and Métis history and culture.
Upon return, both teams worked together to edit the videos and design the campaign creative.
The final roll out of the campaign involved developing a social media strategy, refining the creative for social media, setting the materials up for launch and helping Women of the Métis Nation plan its launch event.
Fruit
The project launched on June 27th, 2019 with advertising in traditional media to reach the target audience, conservative men aged 24-45, and social media strategy advertising on Facebook, Instagram and YouTube.
The project is ongoing.