Assembly of First Nations

Child Welfare System Compensation and Reform
Awareness Campaign

My Role: Creative Director and Writer

The Challenge

The Government of Canada's $43-billion settlement to reform the First Nations on-reserve child welfare system and compensate those harmed by its discriminatory underfunding is the world’s largest Indigenous compensation agreement. Approved by the Federal Court, it includes $23.34 billion in direct compensation for over 300,000 affected children and families, alongside $20 billion dedicated to reforming the system over five years.

The AFN needed to communicate to more than 600 First Nations in clear, everyday language the legal complexities of the agreement and emotionally sensitive details of abuse. The campaign also had to educate the broader Canadian public about the severe intergenerational impacts of systemic discrimination.

The Solution

Across print, digital, social media, and broadcast formats, the campaign highlighted the decades-long unwarranted removal of on-reserve First Nations children from their homes and communities, as well as the denial and delay of essential services under Jordan’s Principle.

The Outcome

Deliverables included:

  • Print campaign brochures and posters

  • Digital and social media assets

  • Broadcast and presentation materials

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