The One Show
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Category
Innovation & Transformation / Innovation in Music & Sound Craft
Annual ID
OS23_MS007G
About the Work
According to Amnesty International, sexual stereotypes continue to be a major factor in violent attacks towards Indigenous Women and Girls. Indigenous Women are 16x more likely to be murdered or go missing than any other group, and 4 out of 5 Indigenous Women will experience violence in their lifetime.
In an effort to change this, The National Inquiry into Missing and Murdered Indigenous Women and Girls delivered 231 Calls for Justice, including the task to “take proactive steps to breakdown the stereotypes that hypersexualize and demean Indigenous women and girls, and to end practices that perpetuate myths that Indigenous women are more sexually available and ‘less worthy’ than non-Indigenous women because of their race or background”.
To answer this call and fight the stereotype, we partnered with Muskrat Magazine, a prominent Indigenous art and culture magazine, to bring necessary truth to centuries of misrepresentation of Indigenous Women and Girls.
We wanted to have a big impact, so we chose the most famous example of a sexualized stereotype. Pocahontas. Disney’s Pocahontas. A story perpetuating the harmful “Indian Princess” stereotype and the oversexualization of Indigenous Women and Girls. We corrected her story, starting with her real name; Matoaka.
Introducing Missing Matoaka – a full length alternative audio track to the Disney version, synced with every syllable on screen.
The entire movie was rewritten and re-recorded word for word by Indigenous writers and Indigenous voices, with music composed and performed by Indigenous artists.
The project reached over 114 million within the first week alone. The Indigenous Women’s Council, and educators across North America are sharing Missing Matoaka with their communities to use as a teaching tool to perpetuate the truth amongst a generation that can help change the future for Indigenous Women and Girls. When you change the narrative you change the future.
In an effort to change this, The National Inquiry into Missing and Murdered Indigenous Women and Girls delivered 231 Calls for Justice, including the task to “take proactive steps to breakdown the stereotypes that hypersexualize and demean Indigenous women and girls, and to end practices that perpetuate myths that Indigenous women are more sexually available and ‘less worthy’ than non-Indigenous women because of their race or background”.
To answer this call and fight the stereotype, we partnered with Muskrat Magazine, a prominent Indigenous art and culture magazine, to bring necessary truth to centuries of misrepresentation of Indigenous Women and Girls.
We wanted to have a big impact, so we chose the most famous example of a sexualized stereotype. Pocahontas. Disney’s Pocahontas. A story perpetuating the harmful “Indian Princess” stereotype and the oversexualization of Indigenous Women and Girls. We corrected her story, starting with her real name; Matoaka.
Introducing Missing Matoaka – a full length alternative audio track to the Disney version, synced with every syllable on screen.
The entire movie was rewritten and re-recorded word for word by Indigenous writers and Indigenous voices, with music composed and performed by Indigenous artists.
The project reached over 114 million within the first week alone. The Indigenous Women’s Council, and educators across North America are sharing Missing Matoaka with their communities to use as a teaching tool to perpetuate the truth amongst a generation that can help change the future for Indigenous Women and Girls. When you change the narrative you change the future.
2023 Awards
Total Points: 45
Gold Pencil
Credits
Agency
BBDO Canada / Toronto
PR / Marketing Agency
Glossy / Toronto
Hype PR
Music / Sound Production Company
TA2 Sound + Music / Toronto
Art Director
Olga Netaeva
Copywriter
Hailey Ireland
Chief Creative Officer
Max Geraldo
Executive Creative Director
Derek Blais
Strategist
Sarah Henderson
Audio director
Oliver Wickham
Director & Composer
Steve Gadsden
Executive Story Editor
Fabio Montanari
Screenwriter
Camille Beaudoin
Lauren DeLeary
Senior Project Manager
Fernanda Rodrigues
SVP, Business Director / Brand Reputation
Rebecca Flaman
SVP, Integrated Production
Beatrice Bodogh
Voice Talent
Dorothy Peters
Jocelyne Couture
Quinn Roffey
Steve Gadsden
VP Digital Production
Jason Dick
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