Okay, it’s technically not commemorating Indigenous Peoples’ Day, but Ray Agency in Newfoundland and Labrador explains this Assiniboine College campaign as follows:
‘Be Known’ is the first campaign developed in partnership between Ray and Manitoba’s Assiniboine College. The campaign highlights how the things we do and the choices we make in our lives leave an imprint on our communities and the world we live in.
Our early research and discovery work made it clear that students choose Assiniboine for a wide variety of reasons from small class sizes to focused career-oriented education and direct pathways to employment. But above all, students shared a resounding sense of connection and visibility among their peers, their faculty, and their potential employers at Assiniboine.
It’s this sense of being known and appreciated for who you are that resonates with our target audience. That they can learn and grow in an environment that encourages self-discovery through trial and error and hands-on learning is uncommon in larger, more impersonal post-secondary institutions. It’s not about more “rah rah student empowerment”, but instead a true journey of self-discovery and personal growth along the paths of life that we choose to travel.
The role that Assiniboine College plays in the province of Manitoba, and in the communities it works with, demands that we strive to hear and reflect the Indigenous experience in the work. Reconciliation is part of Assiniboine’s path to follow, and the campaign honours that.
Hmmm. Not sure how the campaign concept reflects the Indigenous experience. “What’s Indigenous about it?”—to use an inquiry common in multicultural marketing.
Can’t help but wonder if any Indigenous people—particularly from the Assiniboine community—were among Ray Agency staffers behind the work.
It also appears the advertisements were created with Canadian crumbs.
There’s much that will not Be Known about the campaign.
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