Les Femmes Michif Otipemisiwak

Ready2Listen campaign

Project Type:

  • Campaign
  • Graphic design
  • Media planning & buying
  • Social media
  • Strategy
  • Video & animation
  • Website design & development


  • Equity & Social Justice
  • Indigenous Relations

In 2019, Les Femmes Michif Otipemisiwak (LMFO) launched She is Indigenous, a strengths-based campaign celebrating Indigenous women and 2SLGBTQQIA people. Following the campaign’s success, LFMO wanted to grow the campaign to both tell more diverse stories and countering online hate. They reached out to Spruce, their original partner on She is Indigenous, to develop and implement a new campaign approach and strategy.

Identifying youth and their support networks as the primary target audiences, Spruce developed Ready2Listen—a video campaign that showcases Indigenous pride and wisdom, inspires Indigenous communities and encourages non-Indigenous people to recognize Indigenous strengths.

Spruce’s video team was privileged to travel, film and edit 14 unique mini-documentary stories from coast to coast to coast, which formed the core of the storytelling campaign. Our creative team then developed and implemented a marketing strategy and plan to promote the campaign. A new website was built to house both of LFMO’s strengths-based campaigns and provide resources for parents, community leaders and educators.