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.