Meeting Survivors’ Needs


Inuit women living across northern Canada experience violence at a rate fourteen times higher than the national average. And Pauktuutit Inuit Women of Canada, the national non-profit organization representing Inuit women, is working tirelessly to change that.

Over the course of two years, we worked with Pauktuutit, listened to Inuit women, and benefited from the guidance and generosity of Elders and community workers who have dedicated their lives to meeting survivors’ needs. Informed by an extensive research study, we designed a campaign that raises awareness of gender-based violence – and calls for change.

We created an ad that conveys the gentle strength of Inuit women and their communities. Filmed in Iqaluit, Nunavut, our team captured stunning portrait shots and beautiful footage of the land. And we produced this ad in both Inuktitut and English.

Served on digital platforms to audiences across Inuit Nunangat, our six-week campaign delivered over 746,000 impressions for video pre-roll and display. And the campaign was recognized with three awards at the Applied Arts Photography Awards 2023, featuring the best advertising photography from across Canada and internationally.