A central Alberta First Nation, Maskwacis, has launched an initiative to protect Indigenous youth from the pressures of gang life both on and off reserve. The advertising campaign, “Change your Colours,” is aimed at reaching young people and is more than just a campaign – it is a call to action, a reclamation of culture, and a message of healing for a generation at a crossroads. The campaign features Cree syllabics, vibrant artwork, and traditional regalia on LRT train cars and billboards across Edmonton, Wetaskiwin, and Camrose. The Maskwacis Cree Tribal Council (MCTC) represents the collective interests of the First Nations in the community and the initiative is supported by various organizations in Edmonton.
Louis Bull Tribe Coun. Clyde Roasting emphasizes that gang life is not a part of Cree culture and mentions programs in place to help young people have opportunities different from gang involvement. The Young Warriors program, primarily for boys aged 10-17, promotes cultural awareness, leadership skills, and personal development through workshops and activities grounded in Cree traditions and values. Efforts are being made to provide more options and activities for youth in Maskwacis, as well as more support for families to address intergenerational trauma and historical issues that continue to impact the community.
Indigenous kids are overrepresented in the child welfare system, with 72% in foster care in Alberta being from First Nations and Metis families. Early intervention is crucial to prevent young people from joining gangs. Leroy Bull, a councillor from Louis Bull Tribe who struggled with addiction and spent time in jail, emphasizes the importance of sobriety and making positive life choices to prevent others from following the same path. Leaders at the event stress the importance of engaging in traditional practices, learning about heritage, and developing life skills to strengthen Indigenous youth as leaders in the community.
Brooks Arcand-Paul, Edmonton-West Henday MLA and NDP critic for Indigenous relations and reconciliation, highlights the intergenerational traumas that Indigenous youth are still facing while navigating racism and challenging circumstances. He calls for better support and investment from the city, province, and federal government to ensure Indigenous communities have the resources needed to provide safe and loving homes for their children. The goal is to nurture young ones and set them up for success, building pride in culture and commitment to personal growth and community development.
The initiative in Maskwacis is part of Pattison Outdoor’s Elevating Voices program launched in 2022, which aims to amplify the messages of organizations serving minority and under-represented groups. The campaign encourages Indigenous youth to stay connected to their culture and heritage, providing them with alternatives to gang life and promoting positive pathways for their future. By investing in prevention and early intervention, the hope is to create a better world for Indigenous youth, one where sobriety, cultural pride, and personal growth lead to a brighter future for the community as a whole.
