Strategic Communications and PR Campaign

Ahousaht First Nation

were gathered for the media list, and kept updated by our team.

as well as 20 local and regional institutions were part of the media list.

published across 28 different outlets, at the local, regional and international level.

were made by a BC Minister, a neighbouring First Nation.

The Project

Media Relations | Event PR | Communications Strategies

The ʔahʔiiḥčp ʔukʷił ʔiqḥmuut (Honouring Our Ancient Ones) project is a community-led initiative dedicated to locating missing children from the Ahousaht and Christie Indian Residential Schools using archaeological research, scanning technology and oral testimony. Ahousaht First Nation engaged 50th Parallel PR to support communications and media relations before the April 2024 release of Phase 1 findings. The goal – to share this sensitive information with care, transparency, and cultural integrity. Working with a 3-week timeline, our team developed and facilitated the following services.

Media Relations Materials

A guide on best practices for moderating and engaging on social media was created. It included milestones from livestreams.

Five social media posts were drafted, promoting gathering activities and including culturally relevant content.

A customizable presentation template was designed using approved assets, ready for the April 10 gathering.

Two notices were drafted for the Ahousaht community, providing background and event details.

50th Parallel PR assisted with media relations, setup, and communication during the April 10 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.

Strategic Communications

50th Parallel PR met with the ʔahʔiiḥčp ʔukʷił ʔiqḥmuut project team virtually on March 28 and April 4, 2024, to discuss media materials 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.

Recommendations

Directly addressing the media after the gathering allowed the Nation to highlight archival and funding barriers in a controlled and accountable way. Future gatherings will continue this approach — centering former students’ stories and avoiding reductive, number-based narratives that can invite denialism. We emphasized community-first messaging and culturally grounded language, aligning with Truth and Reconciliation Commission’s Call to Action #84: to increase Indigenous representation in media.

The Outcome

The immediate priority was to notify and honour former students and community members ahead of public/media engagement. This approach:

  • Ensured transparency and trust within the Nation
  • Honoured Indigenous ways of knowing and traditional terminology
  • Avoided re-traumatizing narratives centred on student deaths
  • Positioned the Nation as leaders in truth-telling, on their terms

Our role was to support — not speak for the Nation. By walking alongside the project team, we ensured respectful storytelling that centered community voice and truth.

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