21 TSI1282 APTN Case Study Main Image

APTN Campaign


APTN’s Speak with Pride campaign celebrated Indigenous languages through compelling first-hand storytelling.

As the world's first national Indigenous television broadcaster, APTN amplifies the voice of Indigenous communities, sharing their stories in English, French and a wide variety of Indigenous languages. However, while 70+ Indigenous languages are spoken in Canada, the heartbreaking truth is that the greater part of them are in danger of being lost forever.

21 TSI1282 APTN Case Study Banner 1


Languages are more than a means of communication to share our thoughts, feelings, opinions and ideas, our languages are part of our culture. They represent our history and traditions. When a language is lost, what we really lose is our story.

21 TSI1282 APTN Case Study Banner 2 v3


We interviewed various Indigenous community members and residential school survivors to learn about their language experiences. We then retold their stories in a redacted format that significantly changed the narrative.

The campaign creative drove audiences to a designated website to connect and discover the stories told by Indigenous community members. In doing so, the website also acted as a virtual safe space for language keepers to share their stories, for silent speakers to find their voice and for language seekers to learn. A place free of judgement, where Indigenous languages are not only reclaimed but celebrated and worn like badges of honour.

The Results

  • 49.7M+

    The Speak with Pride campaign achieved over 49.7 million impressions, 810,000 clicks and 8 million video views. 

  • 8M+
    Video Views

    What is more impressive is the online engagement - thousands of shares, likes and comments from inspired individuals. 

  • 810,000+

    Many people came forward through this campaign to share their stories and download the language badges, for a total of  91 story submissions and 1,241 badge package downloads.

Up Next