The NOW Group

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Believe. Ask. Connect.

PAUKTUUTIT INUIT WOMEN OF CANADA

For more than 30 years, Pauktuutit – the national non-profit organization representing Inuit women in Canada – has worked to prevent violence and abuse in Inuit communities. They engaged us to develop a campaign to support their Believe – Ask – Connect project aimed at reducing child sexual abuse, breaking the silence, and showing people a path to healing.

We knew that we needed to create ads that were credible, effective, and culturally relevant – and we delivered. With a community-wide casting call, we created two beautiful ads with solid production values and great, authentic performances by members of the community in Kuujjuaq. Simple, sparse, and sensitive creative – in both English and Inuktitut – speaks directly about a hard issue, reaching out to viewers to show that there’s help and hope for healing. We promoted the ads through a digital and social media buy and a specially-negotiated deal with APTN. In the sparsely populated north, the ads reached more than 148,000 people online – a remarkable share of the target audience and far exceeding expectations.

The campaign was honoured with the bronze award for Best Television Campaign in the Overall Public Affairs/Issue Advocacy division at the 2018 Pollie Awards, sponsored by the American Association of Political Consultants.