Right the Story is an act to challenge the negative and stereotypical headlines about Indigenous peoples in the media.
As the first-ever winner of the ICA's IDEA Competition (Inclusivity, Diversity, and Equity in Advertising), we won $1 million in Bell Media bring this message to the mainstream market.
To ensure authenticity in our message, we collaborated and closely consulted with Indigenous people throughout the process. We proudly ended up with 95% indigenous percentage of all people who touched this campaign, including and all-indigenous production team led by our director Shaunoh (TSU North/Circle Productions), and filming in the Northwest Territories.
