The number of missing and murdered Indigenous women in Canada is at a crisis level. There are 1.4 million Indigenous women in this country, that’s 4.3 per cent of the population. But they make up a staggering 16 per cent of murdered women and 11 per cent of missing women. This issue has been going on for decades, and the Canadian Labour Congress wanted to see justice finally happen for these women and their families. They wanted a way to reach millions of Canadians and get them involved in the conversation.
The performance took months of prep – we filmed dancers underwater to create live holograms, used green screen technology to create endless rows of Indigenous women in symbolic red dresses and created a moving collage of the woman and girls who have gone missing or have been murdered. This all culminated in an incredible performance that was the hero piece of our multifaceted digital campaign, which included interview and behind the scenes videos, infographics, blogs and sharable visuals.
Music: Electric Pow Wow Drum – A Tribe Called Red
AMPIA Rosies – Best Production Reflecting Cultural Diversity