Residential School Project PR Support

c̓išaaʔatḥ (Tseshaht) First Nation

Conduct independent legal investigations not led by the RCMP due to their history.

Establish an independent body to investigate medical records related to IRS.

Secure funding to deliver information about student deaths at AIRS to families.

The Project

Media Relations | Event PR | Communications Strategies | Graphic Design

The Nuu-chah-nulth phrase “ʔuuʔatumin yaqckʷiimitqin” means “Doing it for our Ancestors.” This project, led by Tseshaht First Nation, aims to locate unmarked graves at the Alberni Indian Residential School (AIRS) site and connect with the ancestors of those who didn’t return. It also provides wellness support to Survivors sharing their stories.

The initiative is built on four pillars: engagement, research, scanning and memorialization, all focused on uncovering the truth about the past. While initially seen as a place of learning, AIRS was actually a site of trauma where children faced abuse and neglect, leading to significant harm and loss of life. This history highlights the need for education about Indigenous experiences to foster meaningful coexistence.

Guided by Survivors and community leaders, the project seeks answers and documentation of those lost at AIRS. It also provides counselling support for affected individuals. Ongoing research aims to fill gaps in historical records, and additional funding from the federal government is sought to deliver vital information to families. True reconciliation requires acknowledging these truths.

Media Relations Materials

A press release was drafted and distributed to the established media list on the day of the announcement.

Multiple notices were drafted for the Tseshaht community, providing project updates, background and event details.

50th Parallel PR assisted with media relations, setup and communication during the February 21 event.

A guide was drafted to set standards and expectations for media engagement, intended for future use.

Media monitoring occurred post-gathering, leading to follow-up outreach with reporters and additional story pitches.

Design Materials

A designed timeline of the Alberni Indian Residential School (AIRS), from 1892 – 2023.

A designed booklet that provides background on Tseshaht, AIRS and the ʔuuʔatumin yaqckwiimitqin project, along with media contact information, logos, traditional language and a territorial map.

50th Parallel designed a poem by Kamloops Indian Residential School Survivor Dennis Saddleman, using project branding.

A map of over 70 Nations in B.C. where students of AIRS come from.

A guide was drafted to set standards and expectations for media engagement, intended for future use.

Strategic Communications

50th Parallel PR met regularly with the ʔuuʔatumin yaqckʷiimitqin project team to discuss media materials, strategic communications and research insights.

A key messaging guide was drafted for media engagement and external communications. Used to create notices and press materials.

50th Parallel PR created an FAQs document covering project history, activities and key dates, to be shared as needed.

The Outcome

The primary aim was to inform former students and the local community about upcoming activities before broader public and media attention, reflecting c̓išaaʔatḥ (Tseshaht) First Nation’s commitment to educating future generations and Canadians about what occurred on their traditional territory so the unfiltered truth can be told and meaningful action can follow. Drawing on its experience working alongside Indigenous groups, 50th Parallel PR ensured materials followed culturally respectful communication practices, used traditional language appropriately and remained aligned with project values, reinforcing the Nation’s Calls for Truth and Justice as a pathway toward healing for Survivors, families and the community.

See Printable Case Study

Next Case Study →