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Pauktuutit

Pauktuutit Inuit Women of Canada is an incredible force for positive change in Northern Canada and ChangeMakers is helping them achieve their vision of social, cultural, political and economic betterment reaching even the most remote communities.

We first began working with Pauktuutit on the relaunch and promotion of the Inuit Women in Business Network (IWBN). The IWBN is a source for resources, support and inspiration for entrepreneurial Inuit women in a region with unique challenges beyond the regular challenges of running a business.

Drawing inspiration from IWBN’s membership, we developed a campaign strategy around four successful Inuit businesswomen with compelling personal stories. A testimonial video filmed in Iqualit with local suppliers formed the cornerstone of the campaign, enabling Inuit women to truly see themselves reflected in the location, stories and possibilities for businesses. This is evidenced by the reactions the video receives at every school presentation, trade show and over 7,000 web views in Nunavut and the Northwest Territories alone.

Pauktuutit next came to us with a very different challenge: create a campaign to help address the high rate of sexually transmitted and blood-borne infections (STBBIs) in the four regions of Inuit Nunangat. We started with an on-the-ground research component, connecting with community champions that helped us carry out the research and subsequent phases of the project. Through the research we found the topic of sex and sexual health to be taboo in many communities and a (perceived) lack of privacy associated with getting tested or accessing resources.

Next, we developed a campaign using humour to increase comfort with the subject and animals native to Northern Canada and familiar to the target audience to make the message relatable. The “Naturally Curious?” campaign positions sex as natural but not STBBIs. The thrust of the messaging is to encourage discussion around sexual health, particularly with youth, and testing for STBBIs.

The social media campaign launched in April 2018 and will be evaluated for the effectiveness of social marketing in reaching Inuit communities.