About the Walk
In 2013, seven Cree youth began a winter trek from Whapmagoostui, QC to Ottawa. By the time they reached Parliament Hill, nearly 300 walkers had joined. Their message was clear: support better living conditions for First Nations communities and meet directly with youth leaders.
- Issue focus: clean water, housing, services, and respectful nation‑to‑nation relationships.
- Lesson for our PSA: center youth voices, make the ask specific, and invite concrete participation.
Study Sample PSAs
Include captions/transcripts and content notes as needed.
Ethical Representation Checklist
- Partner with Indigenous organizations for review and consent on imagery and language.
- Prioritize Cree youth/Elder voices; credit contributors and secure permissions.
- Provide captions/transcripts; ensure mobile‑first design and readable contrast.
- Avoid stereotypes and deficit framing; focus on agency, solutions, and respect.
Success Criteria
- Clear problem + specific call‑to‑action — measured by recall, clicks, and completions.
- Community leadership & ethical representation — audit voices, consent, partner review.
- Equitable reach (not just viral) — track impressions by region/demographic & media mix.
- Mobilization → real‑world outcomes — conversion rates, turnout, meetings, budgets, timelines.
Why These Matter (HSC4M)
They align with world‑cultures learning: community agency, ethical storytelling, and measurable social change. Your evaluation rubric can score message clarity, representation, equity of reach, and action outcomes.