Assembly of First Nations

On-Reserve Child Welfare System Compensation and Reform
Awareness Campaign

My Role: Creative Director and Writer

The Challenge

It’s early 2022. For decades, thousands of on-reserve First Nations children have been unnecessarily removed from their homes and communities or had essential services denied or delayed. After decades of negotiations and court reviews, the Assembly of First Nations (AFN) and other First Nations partners have reached a preliminary settlement with the Government of Canada. The settlement includes up to $20 billion in compensation for children and families affected by discrimination and $20 billion for long-term reforms to the on-reserve child welfare system.

The challenge for the AFN is to communicate to more than 600 First Nations the legal and logistical complexities of the settlement in clear, everyday language.


The Solution

The campaign ensured that First Nations individuals and communities were informed about the profound changes the settlement will bring.

The Outcome

Deliverables included:

  • Print campaign brochures and posters

  • Digital and social media assets

  • Broadcast and presentation materials

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