LET’s SET
SOMETHING UP
Send us a note and we'll get back to you with an email within 1 business day, guaranteed.
Keewatinohk Inniniw Minoayawin
As one of the first public campaigns produced for the Keewatinohk Inniniw Minoayawin (KIM), Breathe was created to encourage Northern First Nations to protect themselves, their families, and their communities during influenza season amid the uncertainty of COVID-19. The project celebrated resilience, connection to culture, and the strength found in community.
The Challenge
In 2020, public health communication faced an unprecedented challenge. Communities were navigating the uncertainty of COVID-19 while also preparing for seasonal influenza, making clear and trusted messaging more important than ever.
For KIM, the objective was to create a campaign that reflected the lived experiences, cultures, and values of Northern Manitoba First Nations. Authenticity would be essential if the message was going to resonate across many different communities across the province.
The VISION
From the beginning, the goal was to tell a story that felt hopeful rather than clinical.
Instead of focusing on illness, the campaign highlighted wellness, family, language, culture, and the deep connection with the land. By grounding the message in familiar places and real community voices, the video encouraged viewers to see protecting one another as an act of collective strength.
Storytelling Through Community
Meaningful public awareness campaigns begin by listening.
Even before the scripting began, we spent hours speaking with our client’s team, Elders, and doctors that look after some of the communities. This helped us better understand the perspectives, traditions, and values that would shape the story. Those conversations influenced every creative decision, ensuring the final video reflected the people it was created for rather than speaking on their behalf.
The Approach
We began with research, community conversations, and pre-interviews to better understand the stories we wanted to tell. Mood boards, photo references, and detailed shot planning helped ensure every location and visual served a clear purpose.
Production took place over multiple days across Northern Manitoba, filming within communities and natural landscapes that reflected Northern Manitoba’s identity. From community gatherings to iconic natural locations, every shot was selected to reinforce the themes of wellness, resilience, and connection to the land.
Rather than relying on actors or scripted messaging, we collaborated with Elders, local artists, and Indigenous musicians whose work strengthened the emotional impact of the campaign. The result was a video that felt genuine because it was built from authentic voices and experiences.
THE RESULTS
Breathe became the launch piece for KIM’s Immunity Wellness campaign, airing nationally on APTN while supporting a broader communications strategy that included English, Cree, and Dene radio messaging across Manitoba.
Beyond its broadcast reach, the project demonstrated how thoughtful visual storytelling can strengthen public health communication by placing community, culture, and hope at the centre of the conversation.
KEY TAKEAWAYS
The most effective public awareness campaigns don’t begin with information, they begin with trust.
By working alongside communities, listening first, and building a story around culture rather than statistics, we helped create a campaign that informed while respecting the people it was designed to serve.
Who we are
RUN
WAY
TAKE
OFF
COMM ERCIAL
Quick-turn, agile video production. It's streamlined, efficient, and designed to help you share what matters, ASAP.
Small to medium-scale video production. Projects that inform, inspire, and elevate your message.
Large-scale commercial video production. We think like an agency and create like filmmakers, from concept to final cut.