Indigenous women, girls and Two-Spirit people in Canada are 12 times more likely to be murdered. Over 4,000 have been murdered or gone missing. Most never made national headlines.
So we put them all on the cover.
Created for the Native Women’s Resource Centre of Toronto, this was a 25-pound newspaper made up of 4,000 cover stories. A permanent record of lives that deserved visibility. Each copy included a QR code urging Canadians to demand action from our government. One was hand-delivered to Prime Minister Justin Trudeau.
It was covered by every major news network in Canada, generating 12.5 million impressions in its first 24 hours and over 48 hours of national TV coverage. (2022)
Head of Creative: Glen D’Souza, Matt Hassell Senior Art Director: Alexandra McGuirk-Penedo Senior Copywriter: Darby Clarke
Recognition
The One Show - Merit (2023)
Marketing Awards - Gold, Silver (2023)
Sabre Awards - Canadian Campaign of the Year (2023)
AToMiC Awards - Silver, Bronze (2023)
The Strategy Awards - Silver (2023)
Canadian Marketing Awards - Bronze (2023)
Communication Arts - Inclusion x2 (2023)