Working with Indigenous Communities: A Historic Vote for Tahltan Nation
Challenge
& Goal
The Ask
Insights & Strategy
Therefore, the strategy was to design an integrated communication campaign that addressed the goals of the campaign, the communication needs of members and inherent challenges with the use of both traditional and social media channels and the application of various tactics.
It was also important to create a centralized system that can be made accessible to members that can be used to refer to comprehensive details about the proposed NW Transmission Line, agreements, and the voting process.
Execution
The campaign began by developing key messaging, which evolved and adapted throughout different stages. A variety of communication channels, encompassing both traditional and social media, were utilized. These included a dedicated section on the TCC website to house information material, distribution of information packages via email and postal mail, community information meetings held in key areas, establishment of a Tahltan communication team for personalized outreach, creation of radio ads, posters, and videos, and utilizing Facebook as a crucial communication channel. Strategic media outreach was also conducted during specific campaign stages.
The Results
- More than 1,700 Tahltans registered to vote and more than 770 eligible voters turned out to vote, achieving a 45 percent participation rate, which is comparable to Canadian municipal election turnouts.
- Members voted 82 percent in favour of the agreements (voted as one package). This was a phenomenal outcome given the challenges faced.
- The communication process established for the campaign is now the standard for any community outreach for projects and votes facing the Nation.
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