The Brief

Design a multi-media awareness campaign


Adobe Photoshop & Illustrator


3 weeks

'Autumn Peltier' Awareness Campaign

orange background with multiple app screens layered on top
set of two posters about Autumn Peltier
sticker with the words 'AUTUMN PELTIER' on it
The Brief

Design a multi-media awareness campaign


Adobe Photoshop & Illustrator


3 weeks


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 Research

Some of the problems facing modern Indigenous peoples include:

Land Sovereignty

The government of Canada has a legacy of not recognizing the permanent sovereignty of Indigenous peoples and their right to self-determination.

Water Crisis on Reserves

Approximately 63 of the reserves in Canada do not have access to clean drinking water.

Intergenerational Trauma

The intergenerational effects of centuries of colonization leads to mental illness, addiction, and continuing cycles of trauma.

Disproportional Rates of Indigenous Youth in Foster Care

Indigenous youth are put into the foster care system at alarming rates. For example, 84% of Manitoba foster care youth are indigenous.

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.

Design Goals

The campaign needed to communicate:

Extreme Urgency

It is important for the audience to understand the urgency of addressing First Nations' issues collectively.

Bold & Modern Feel

The work needs to be eye-catching and strongly encourage viewers to engage with the posters.

Cultural Significance

Addressing nuanced human rights issues is a sensitive matter and needs to be done in a culturally appropriate way.

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.

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Initial concept work
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Initial concept work

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.

a poster with Autumn Peltier holding a water bowl up to a waterfall
a poster with Autumn Peltier and her face dripping in black paint
a poster with Autumn Peltier offering a water bowl to Justin Trudeau

Style Guide

The colours used are the official colours of the Wikwemkoong First Nations Tribe.

Style guide for the Autumn Peltier campaign