When we are
understood —
we blossom
Re-imagining the conversation
around FASD.
There are deep misconceptions about Fetal Alcohol Spectrum Disorder (FASD). It’s a lifelong disability that affects the brain and body of a person exposed to alcohol in the womb. This campaign worked to break down stigma and help people understand FASD as a brain difference.
2022
Pauktuutit Inuit Women of Canada
Strategy
Branding & Design
Campaigns & Content
Digital Advertising
Social Media
We began by consulting with the client and partners to chart a plan of action. It was clear the campaign needed a strengths-based and culturally-informed approach, along with precise and careful language. This formed the basis of our creative direction.
The communications strategy included a positive tone, an authentic voice, and included the first-hand experiences of caregivers. Beauty In Brain Differences acted as an overarching theme for the campaign.
FASD is not more prevalent in Inuit or Indigenous communities, it exists wherever there is alcohol. Alcohol in Inuit Nunangat has a specific history tied to the arrival of settlers. Now, a lack of Inuit-guided services means many do not get the care they need. People with FASD need support, not judgment.
We wanted to bring beauty into this campaign. Visuals featured artwork depicting Northern flowers and berries. This was accompanied by bold, positive messaging across all digital platforms.
Cornerstone content included an animated video to help the visuals and messaging come to life. Campaign materials were wrapped up into a toolkit for those working in the fields of family health and FASD support services.
It’s important to us that people understand that FASD as a brain difference. We wanted our audience see the beauty in brain difference, as well as the unique strengths of individuals living with FASD. This campaign helped us do that. Emdash brought thought, care and thoroughness into each step of the process, and provided us with a range of materials. Emdash is helping us make a real difference in the way people speak about FASD.
— Reyna Uriarte, Department Manager, Health, Policy and Programs,
Pauktuutit Inuit Women of Canada
