In 2021, the Native Women’s Association of Canada was looking to expand their audience and build influence by encouraging Indigenous women to do something they usually don’t — vote in the federal election. As the creative lead on this project, I developed strategic creative concepts, built the ‘Indigenous women vote’ brand, and wrote copy for creative and brand positioning. I developed and produced posts for a social media campaign and designed the website our audience used to find information about how and why to vote. This work increased engagement with the target audience and was the foundation of building a grassroots voting movement.
Engaging Indigenous women by amplifying Indigenous voices
The campaign resulted in high engagement for the organization, high-profile partnerships and a spike in email subscribers. The campaign helped build a groundswell of politically engaged Indigenous women voters and the election resulted in the most Indigenous members of parliament elected in Canada’s history.
