APTN - Speak With Pride

Speak With Pride

Services: Campaign Execution

Opportunity

As the world's first national Indigenous television broadcaster, APTN amplifies the voice of Indigenous communities, sharing their stories in English, French and a wide variety of Indigenous languages. However, while 70+ Indigenous languages are spoken in Canada, the heartbreaking truth is that the greater part of them are in danger of being lost forever.

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Insight

Languages are more than a means of communication to share our thoughts, feelings, opinions and ideas, our languages are part of our culture. They represent our history and traditions. When a language is lost, what we really lose is our story.

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Output

We interviewed various Indigenous community members and residential school survivors to learn about their language experiences. We then retold their stories in a redacted format that significantly changed the narrative.

The campaign creative drives audiences to SpeakWithPride.ca to connect and discover the stories told by Indigenous community members. In doing so, the website also acts as a virtual safe space for language keepers to share their stories, for silent speakers to find their voice and for language seekers to learn. A place free of judgement, where Indigenous languages are not only reclaimed but celebrated and worn like badges of honour.

Outcome

So far, the Speak With Pride campaign has achieved over 27 million impressions, 327,044 clicks and 2.9 million video views, but what is more impressive is the online engagement - thousands of shares, likes and comments from inspired individuals. Many people have come forward through this campaign to share their stories and download the language badges, for a total of 54 story submissions and 660 badge package downloads.

Agency Services

Campaign Execution

Get the right message to the right audience at the right time, on the right channels.

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