First Nations are #ThirstyForJustice

The Public Service Alliance of Canada (PSAC) and the Grassy Narrows community took advantage of National Aboriginal Day on June 21, 2016 to launch a campaign demanding access to safe drinking water in First Nations communities.

The campaign, developed by the Upperkut advertising agency, aims to mobilize the Canadian public and force the federal government to once and for all fix the problem of safe drinking water in First Nations communities.

The heart of the campaign is centred around video content and interviews shot in the community of Grassy Narrows. For Marc Desnoyers, Upperkut’s Account Services Director, working on this campaign was enriching both on the personal and professional level. “We’re always proud of the campaigns we’re involved in. But when we feel that we, as communicators, are helping an important cause, we’re even more proud. This campaign really opened our eyes to the situation of aboriginals in Canada, and I hope that it contributes to open the eyes of many other people as well.”

The campaign will be disseminated on the Web and in social media. All material is available at

The campaign video is available here.

The mini-documentary shot for the campaign is available here.