— CANADIAN LABOUR CONGRESS —

The number of missing and murdered Indigenous women in Canada is at a crisis level. There are 1.4 million Indigenous women in this country, that’s 4.3 per cent of the population. But they make up a staggering 16 per cent of murdered women and 11 per cent of missing women. This issue has been going on for decades, and the Canadian Labour Congress wanted to see justice finally happen for these women and their families. They wanted a way to reach millions of Canadians and get them involved in the conversation.

The Challenge

Through collaboration with Indigenous artists, musicians and traditional fancy shawl dancers alongside holograms and large format projections, an incredible performance was created. It took place at the CLC’s annual Rise Up! Human Rights Conference, and was captured on film. A diverse content campaign was put together that would engage people around the issue and honour the more than 4,000 women who have been murdered or who have gone missing in Canada.

No more stolen sisters

The performance took months of prep – dancers were filmed underwater to create live holograms, green screen technology was used to create endless rows of Indigenous women in symbolic red dresses and a moving collage of the woman and girls who have gone missing or have been murdered was also created. This all culminated in an incredible performance that was the hero piece of a multifaceted digital campaign, which included interviews and behind the scenes videos, infographics, blogs and sharable visuals.

Success

Impact that made a difference

The result of this hard work was an incredibly important issue in Canada finally getting the attention it deserves and the lives of missing and murdered indigenous women being honoured.

10 MillionImpressions

1.5 MillionVideo Views

Over 20,000Social Shares