Canadian Social Justice Nonprofit

The brief was to create a Facebook campaign with three posts addressing the escalating tensions between RCMP and Wet’suwet’en land defenders over the Coastal GasLink Pipeline.

Deliverables include all copy and at least one image mock-up to accompany a post.

My objectives for the campaign were to create Awareness through posts that educated the readers about different aspects of the situation and to create Conversion through clear calls-to-action that encourage the readers to perform an act of support.

To do this, I created copy and designed images that met readers at different points in their journey and provided them with what they needed at that point in time – whether it be information, motivation or call-to-action. I also created posts that were clear and concise, but also appealed to emotion and spoke to the bigger implications of the situation.

*Note: All logos and identifiers have been removed

Post 1

Protect the land. Protect the land defenders. Stand with the Wet’suwet’en and call for the immediate withdrawal of militarized RCMP forces violating Wet’suwet’en laws in their unceded territory

The first post is short and direct to the point while still including pertinent details about the current situation to emphasize the immediacy and urgency of taking action. It is meant for readers who already have a high level of familiarity with the issue and who have already decided they support the cause, whether they’ve performed any actions or not. The tone and language also aim to capitalize on audience emotion and their inevitable desire to help. The slogan “Protect the land. Protect the land defenders” is paraphrased from a line in the Unistoten page on the issue: The goal of the post is to get the audience to click the link and call a Minister while the events are still unfolding, to encourage them to deescalate, if not resolve the situation.

The Image is a creative commons stock photo from Pexels meant to illustrate a protest. The black and white image combined with the black and yellow make for dramatic, eye-catching visuals that would help the post jump out in a newsfeed and immediately deliver the message.

Post 2

The RCMP may be enforcing the injunction granted by the BC Supreme Court, but when it comes to the traditional, ancestral, unceded territory of the Wet’suwet’en Nation, whose laws really come first? Educate yourself on First Nations laws and why they should precede the colonial government’s

The second post is designed to be published a few hours after the first. It is meant for readers who are still questioning their stance or just need affirmation that they are on the right side.

The post has two parts. First is the copy, which brings to the forefront the issue at hand – RCMP enforcing BC Supreme Court’s ruling. The copy questions the details of the incident, as many people will undoubtedly be doing so as well.

The second part of the post are the images. The post is meant to have multiple images (maybe 5, to start), each with a Q&A format and a URL to where they can get more information. Each image is meant to stand-alone and can be shared individually or together. Since the goal of this post is to educate, the Q&A format encourages the audience to think deeper and to really examine what’s going on. How the information is “packaged” also makes it easier to digest facts and disseminate, therefore making it easier for more people to join the conversation. The colours and fonts align with the nonprofit’s current content on social media.

Post 3

What would it take to be heard by a government that gives more importance to profit over people? Big business over building broken relationships? Revenue over reconciliation?

Answer: Protest. Whether you sign a petition, call your MP, or take it to the streets, you have a right to be heard. The Wet’suwet’en Nation and all First Peoples have a right to be heard. Learn how to stand in solidarity and show your support here:

The third post is meant to be published later. It doesn’t have the same urgency as the first post, but still has a clear call-to-action. While it puts the Wet’suwet’en front and center, it also alludes to the bigger fight of indigenous peoples and other oppressed minorities under colonial structures. It is meant for those already familiar with the system of oppression but are still unsure about how they can help, as well as those who are ready for change.

The aim of this post is to encourage the audience to mobilize by showing them they have options and that fighting the system is not “one size fits all.” It also aims to give them that push by affirming their frustrations and by empowering them to do something about it.

This post could use a simple infographic that summarizes the actions found in the linked article. Not only would the infographic be educational, but it would be highly shareable as well.

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