Gentle strength at the heart of Pauktuutit Inuit Women of Canada’s new campaign

June 2, 2022

At The NOW Group, we’re dedicated to projects that make life better for people across Canada. And this spring, we’re honoured to partner with Pauktuutit Inuit Women of Canada on a new public awareness campaign to help end violence against Inuit women and girls – and meet survivors’ needs.

Everyone has a right to be safe and live in healthy communities. But across Canada, far too many women continue to experience violence and live in fear.

The rate of violence experienced by Inuit women is 14 times higher than the national average. And the broken system of courts and policing remains out-of-touch with Inuit values and culture, leaving many survivors without the help and support they need.

As the national non-profit organization representing Inuit women across Canada, Pauktuutit Inuit Women of Canada works tirelessly to promote the rights of Inuit women and children. In 2018, we worked together to develop the award-winning Believe. Ask. Connect. campaign.

Now, we’ve partnered again on Pauktuutit’s latest campaign, with a beautiful and authentic ad filmed in and around Iqaluit – and airing across Northern Canada in English and Inuktitut.

Pauktuutit’s new campaign is informed by conversations with Inuit women across Inuit Nunangat, and a multi-year research project to study the criminal justice system’s response to gender-based violence in Inuit communities.

The research findings confirm more resources are urgently needed to meet survivors’ needs. Inuit communities hold the solutions to help end violence, but need immediate funding for shelters, transitional housing, and more community-led supports.

With stunning footage of the land and beautiful portrait shots, the new ad achieves the essential balance of speaking about violence while showing the incredible strength of Inuit women and communities. And the voiceover delivers the message that “we need more help and resources to guide us gently towards hope and healing.”

Meeting Survivors’ Needs was only possible because of the valuable contributions of the Inuit Women’s Advisory Committee, whose members have helped ensure the campaign reflects the lived experience of Inuit women of Inuit Nunangat.

To learn more about this campaign and add your voice, visit Pauktuutit.ca.