The Brief
Design a multi-media awareness campaign
Tools
Adobe Photoshop & Illustrator
Duration
3 weeks
'Autumn Peltier' Awareness Campaign
The Brief
Design a multi-media awareness campaign
Tools
Adobe Photoshop & Illustrator
Duration
3 weeks
Goals
The project is a campaign to raise awareness of issues of Indigenous colonization in Canada.
As well, the goal was to influence working-class Canadians, age 18-35 to prioritize Indigenous issues and to take action that helps create lasting reconciliation and change. We wanted to change the target audience's behaviour to see supporting Indigenous communities as more important and to raise awareness of the current First Nations' water crisis.
The main goal of the project was to try to influence Canadians to prioritize Indigenous rights more.
The Solution
The overall creative direction of the campaign was focused on Autumn Peltier, Anishnaabek Chief Water Comissioner.
I realized that I had very little understanding of the Indigenous experience, so I felt the most effective way to address the issue of Indigenous colonization in Canada was to raise awareness of an already established Canadian-Indigenous activist.
In 2017, Autumn Peltier gifted Justin Trudeau a copper water bowl as an anti-pipeline gesture.
The text content is drawn from a speech that Autumn Peltier planned to give to Justin Trudeau in 2017 - in addition to the copper water bowl. However, Trudeau did not stay and offer her the scheduled time to give her speech, which led Autumn to post the speech online. Posters are used for the campaign because they can be placed in public spaces and are able to affect a much more diverse audience this way. Additionally, the stickers were designed to provide a lasting mark and awareness of Autumn Peltier within public space.
Process Work
I began the design process with sketching different image and type placements.
The posters needed to be very impactful and have a clear message to draw attention to Autumn Peltier and her activism. The refinement of the posters involved adding in colours and resizing elements to perfection.
Final Posters
The poster set was designed to function as a set of two or three posters.
Depending on the where the posters will be placed - such as on the street or in a subway station - they will be able to be placed as a set of 2 (or multiples of 2) or a set of 3.
Style Guide
The colours used are the official colours of the Wikwemkoong First Nations Tribe.
