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Creative Brief

Gabriel Holt

Project: #TreatyTalkTO
#TreatyTalkTO is a project by the Native Canadian Centre of Toronto (NCCT). The
aim of the campaign is to raise awareness about the traditional Indigenous
territories that Toronto occupies. The campaign will take the form of posters (at TTC
stops, universities, libraries, and other public areas), a social media hashtag
campaign (primarily on Twitter, and partially on Facebook), and a panel discussion
event (publicized over social media using the #TreatyTalkTO tag).

This campaign is being launched to address a continued and pervasive ignorance of
Toronto’s Indigenous context. The challenge being faced is the widespread apathy
and lack of awareness around Indigenous issues in Toronto.

In 2013, shortly after the inception of the Idle No More movement, #OgimaaMikana
aimed to restore Anishinaabemowin (Ojibwe) names to Toronto locations. Artists
and activists placed stickers on certain street signs with the Anishinaabemowin
translation of the anglicized street name. In 2016, Ontario started Treaty
Recognition Week. But no one has done a campaign like #TreatyTalkTO. NCCT is
well-situated to launch this campaign because NCCT offers a range of programming
and services that educate about Indigenous cultures.

The main goal of the project is to raise awareness of both past and present
Indigenous presence in the area. This fulfils NCCT’s mandate (“business goal”) to
“nurture an inclusive environment where all people respect Indigenous knowledge.”
Ideally, this awareness will turn into engagement with the Native Canadian Centre,
either in person or online. The main engagement goal will be to increase social
media conversations through the #TreatyTalkTO hashtag.

Audience analysis
The primary audience for the campaign comprises settlers whose families have
been in Canada for at least two generations. The secondary audiences for the
campaign are newcomers to Toronto and Indigenous people in Toronto.
Both the primary and secondary audiences are English-speaking Torontonians
between ages 22 and 40. They are either students or young professionals, with
some postsecondary education. They are active on social media, especially Twitter.
Their interests include social justice activism, though they are involved in this to
different degrees. Their attitudes towards the campaign will be interest and desire
in learning more, and/or interest in participating in the social media conversation
about Toronto treaties.

Motivation for engagement

The audiences will engage out of a sense of connection between the topic and their
identities. They will identify either through their experiences as Indigenous people
or as settlers in Indigenous territories.

The key benefit for settlers to learn about Indigenous history is education and
increased awareness of Indigenous issues, which makes them feel more
empowered to make social change and educate fellow settlers. It also helps them
feel a different kind of connection to their city and examine their relationship with
the land they occupy (perhaps for the first time).

User personas
Audience Primary Secondary Secondary
Relationship to Settler (seventh- Settler (newcomer Indigenous
land generation to Canada) (Anishinaabe)
Name Alyssa Becker Sajida Adil Shawn Keesic
Age 29 23 38
Gender Cis woman Cis woman Cis man
Income $65,000 $12,000 $30,000
Location Liberty Village Scarborough Regent Park
Occupation Nurse practitioner Student, retail Social service
worker worker in a
community centre

Education level MSc in Nursing BSc in Biology SSW diploma

Motivations for - Loves sharing - Curiosity about - Connection
engaging with knowledge with colonialism in with heritage
the campaign friends Canada - Interest in
- Occupational sharing
duty to learn knowledge and
about social experience
justice issues
- White guilt

Key message and tone
- Key message: “If you learn and/or share the Indigenous context of your city, you
can be a more knowledgeable and engaged citizen.”
- Tone: Serious, informative, empowering and collaborative. This aligns with
NCCT’s overall “personality” of advocating for Indigenous populations in
Toronto, providing educational workshops and events, and building community.

Words to convey the spirit of the campaign

Keyword Audience Related words
1 Indigenous* Both/Secondary Indigenize, First Nations, Native
2 Treaties* Both Relationships
3 Decolonize* Both/Secondary Resistance
4 Land* Both Territory
5 Empowerment Both Activism, advocacy, engagement
6 Learn* Primary Knowledge, awareness, accountability,
7 Toronto* Both GTA, Tkaronto
8 Honouring Both Respect, recognition, acknowledgement
9 Resilience Secondary Strength
10 History* Both Traditional, ancestors
11 Revival Both Contemporary
*Denotes a keyword that could be useful for SEO

Design and style of campaign

- Colours: Vivid shades of red, yellow, white, black (medicine wheel colours),
green, and blue (earth colours)
- Shapes: Clean and contemporary
- Text: Bold and easy to read.

Text for campaign

Long-tail keyword
“Learn history of Indigenous land treaties in Toronto”

Headlines for articles advertising the campaign

1. “How can you help revive the Indigenous history of Toronto? Talk land
treaties with #TreatyTalkTO!”
2. “How can you get more out of your relationship with Toronto’s history? Learn
the land you live on with #TreatyTalkTO.”

At the bottom of one article, there will be a photo of the Two Row Wampum with
the alt text “Two Row Wampum Treaty belt.” Beneath it will be a button that reads
“Join the conversation.” The button will take the user to the Twitter tag for

Sample tweet
Image: The Dish With One Spoon Treaty wampum, with alt text “Dish With One
Spoon Treaty wampum belt”
Text: “Can you name the groups included in the Dish With One Spoon Treaty?