THE BACKGROUND

The Cree Nation engaged Edelman to position La Grande Alliance, a Cree-led infrastructure initiative, as a positive and feasible alternative to the actual development model, decentralized between five levels of government (federal, provincial, regional, Nation and local communities). The challenge is to balance economic development with environmental protection. The traditional Cree territory is resource-rich, and opinions on how to develop it (if at all) are plenty and not always in agreement. The objectives of the campaign are to: • Foster public support for the initiative • Highlight tangible benefits for communities at the local and regional levels • Gain official and financial support from government

THE EXECUTION

Edelman helped build an integrated communications campaign, starting with establishing the brand identity (name, logo, imagery) and narrative (mission, key message, Q&A). We then built the assets (website, newsletter, social media, brochures) required to host the campaign, and engaged in consultations with stakeholders, in priority Crees and non-Crees living on the territory. Consultations have been ongoing for over a year and have helped refine our messaging and strategy.