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2023 One Show - Public Relations

Missing Matoaka

Agency BBDO Canada / Toronto + TA2 Sound + Music / Toronto

Client Muskrat Magazine

Category

Digital & Online

Annual ID

OS23_PR013S

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. 

2023 Awards

Total Points: 21

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

Sr. 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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