We’ve Been Here. We are here. We Belong here.

Tension

Due to colonial beauty standards and historic portrayals of Indigenous peoples’ that focused on oppression and negativity, Indigenous women have struggled to see themselves reflected accurately, and beautifully in traditional media.

Truth

Indigenous peoples’ have made significant contributions that shape the country we live in. They belong in the conversation.

Solution

We created a platform for real representation, for their voices to be heard and their truths to be told – sending the message that all Indigenous communities can feel safe and welcome in our stores, our offices, the beauty community and on.

Results

  • Engagement rate 5.59% (+2233%)
  • Top performing piece of content YTD
  • 7.8M organic impressions
  • 28.5M earned media impressions in June
Creative Direction, Art Direction, Writing: Jaimie Hallarn, Designer: Ellen Foster, Senior Manager – Campaigns & Communications: Amanda Hungerford, Paid Media: Julie Forbes, Photography: Billie Chiasson, Director: Sean Stiller, Editor: Miguel Barbosa, Campaign Advisor: Sarain Fox.

Date

NIHM