Roots Canada: Be nice™, support WE, buy a button


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About WE

WE is an organization that brings people together and gives them the tools to change the world. 100% of the profits from every purchase of a Roots Canada nice™ button or limited-edition enamel pin supported Indigenous Youth Empowerment Programming run by WE. Roots Canada reached their goal of raising $150,000 for this nice cause by selling nice™ buttons or pins and encouraging their customers to wear it proudly.

The Program

Fully integrated 360° marketing campaign, including digital, print, experiential, retail marketing events, social media takeovers and brand  partnership initiatives the Roots Canada/WE partnership came to life across both brands owned and paid channels. Brand ambassadors from both organizations came together to support this important initiative in support of Roots Canada's Canada 150 programming. 

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Empowering Indigenous Youth Leaders with WE

WE’s Indigenous Leadership and Educational programs allow participants to explore history and current events and examine privileges and perceptions, while engaging with Inuit, Metis and First Nations Elders and community members in the development of their leadership skills.

Working together with Indigenous communities in Canada, WE programs include Sacred Circle, which educates and motivates First Nations, Metis and Inuit youth to make change and become leaders in their communities. The program is delivered in partnership with community elders and mentors. Sacred Circle was designed in consultation with educators from the Department of Aboriginal Education at Nanaimo Ladysmith School District and is based upon Indigenous concepts such as the Seven Teachings and the Medicine Wheel.

Program Outcomes

  • Increased academic achievement and engagement
  • Development of advanced leadership skills, self-esteem and confidence
  • Strengthened sense of belonging and community
  • Inspiration and support for youth to participate in their communities as leaders
  • Exploration and celebration of personal and cultural identity