{"id":45,"date":"2021-05-04T22:07:39","date_gmt":"2021-05-04T22:07:39","guid":{"rendered":"https:\/\/opentextbc.ca\/ancillaryconsumerbehaviour\/chapter\/raising-awareness-through-cause-related-marketing\/"},"modified":"2021-06-24T14:30:38","modified_gmt":"2021-06-24T14:30:38","slug":"raising-awareness-through-cause-related-marketing","status":"publish","type":"chapter","link":"https:\/\/opentextbc.ca\/ancillaryconsumerbehaviour\/chapter\/raising-awareness-through-cause-related-marketing\/","title":{"raw":"Raising Awareness Through Cause-Related Marketing","rendered":"Raising Awareness Through Cause-Related Marketing"},"content":{"raw":"
\n

Chief Lady Bird Art: Raising Awareness Through Cause-Related Marketing By Andrea Niosi; Chief Lady Bird (Editor)<\/h2>\n<\/header>\n
\n\n[caption id=\"attachment_518\" align=\"aligncenter\" width=\"1024\"]\"Beer Chief Lady Bird's label design was donated to Indigenous Brew Crew to celebrate Indigenous women and support those organizations who are committed to supporting Indigenous women.[\/caption]\n\nIn March 2021, Anishinaabe artist Chief Lady Bird announced that she had designed a beer label for the \u201cCelebrating Sisters\u201d Project - a collaboration between \u201cIndigenous Brew Day Crew\u201d and \u201cDo Better. Be Better.\u201d The purpose of the collaboration is to celebrate Indigenous women and all efforts focused on supporting Indigenous women in various endeavours.\n\nIndigenous Brew Crew was founded by three Indigenous brewers - Mark Solomon, Seguin Sailors, and Eric Saulis, who came together with the same mission: to create a community that would empower Indigenous individuals while de-stigmatizing alcohol (\u201cCelebrating Sisters\u201d, n.d.).\n\nThere is a long and impressive list of breweries who partner with Indigenous Brew Crew, each of which provide financial support to a cause important to them.\n
    \n \t
  • Red Tape Brewery (New Brunswick Women\u2019s Shelter)<\/li>\n \t
  • People\u2019s Pint Brewing Company (Thunder Woman Healing Lodge Society)<\/li>\n \t
  • Rorschach Brewing Co. (Thunder Woman Healing Lodge Society)<\/li>\n \t
  • Whiprsnapr Brewing Co. (Families of Sisters in Spirit)<\/li>\n \t
  • Counterpoint Brewing Company (Thunder Woman Healing Lodge Society)<\/li>\n \t
  • Orleans Brewing Co. (Families of Sisters in Spirit)<\/li>\n \t
  • Kichesippi Beer Co. (Families of Sisters in Spirit)<\/li>\n \t
  • Saulter Street Brewery (Native Women\u2019s Resource Centre)<\/li>\n \t
  • Wellington Brewery (Thunder Woman Healing Lodge Society)<\/li>\n \t
  • Queen of Craft (Thunder Woman Healing Lodge Society)<\/li>\n \t
  • Split Rail Brewing Co. (Nookomisnaang Shelter)<\/li>\n \t
  • Katalyst Brewing Company (Thunder Woman Healing Lodge Society)<\/li>\n \t
  • Kahnawake Brewing Co. (local food bank)<\/li>\n \t
  • Shacklands Brewing Co. (Thunder Woman Healing Lodge Society)<\/li>\n \t
  • Dominion City Brewing Co. (Families of Sisters in Spirit)<\/li>\n \t
  • Kensington Brewing Co. (Thunder Woman Healing Lodge Society)<\/li>\n<\/ul>\n

    Spotlight on Missing and Murdered Indigenous Women, Girls, Transgender, and Two-Spirit People\u00a0 (\u201cMMIWGT2S\u201d)<\/h2>\nWhile the campaign is focused on celebrating Indigenous women, it has also served as an important reminder about missing and murdered Indigenous women, girls, transgender, and two-spirited people - particularly throughout Canada. The National Inquiry into the Missing and Murdered Indigenous Women and Girls revealed that, \u201cthe persistent and deliberate human and Indigenous rights violations and abuses are the root cause behind Canada\u2019s staggering rates of violence against Indigenous women, girls and 2SLGBTQQIA people\u201d (\u201cReclaiming power\u2026\u201d, n.d.). Systemic racism and colonialism are the key contributing factors to the historic and ongoing violence inflicted on Indigenous people.\n\nFor Chief Lady Bird, bringing more awareness to the issues of discrimination and stereotyping experienced by members of her community, particularly when it comes to alcohol consumption, felt like something her artwork could do.\n\nWhen asked to participate in this cause-related marketing project, Chief Lady Bird felt it was important to ensure that she examine the partnership, players, and potential impacts very carefully: she wanted to ensure she wasn\u2019t going to be involved in perpetuating harm or feeding into the ignorance about alcohol consumption and the impacts of colonialism in Indigenous communities.\n\n\u201cIt means a lot to me that the money from these products can help various Indigenous women\u2019s organizations here on Turtle Island\u201d, wrote Chief Lady Bird on her Facebook page, \u201cit\u2019s an opportunity for us to fight these stereotypes and for Indigenous folks who are experts in their field to create meaningful impact with their work\u201d (\u201cChief Lady Bird Art\u201d, 2021).\n

    Maintaining Artistic Integrity<\/h2>\nFrom an artistic perspective, Chief Lady Bird wanted to create a design that was both empowering and uplifting: an overall creation that wouldn\u2019t blur the lines between sacred stories and the complex issues related to alcohol. The label features a blackbird against a forest green background illuminated by shining stars. Similar to the kind of work that Kyle Williams, a Kanien\u2019keh\u00e1:ka (Mohawk) artist does for Kahnawake Brewing Company, no traditional designs, symbols, pictographs, or sacred stories are represented in the artwork (Monkman, 2021).\n\nChief Lady Bird\u2019s artwork was generously donated to Indigenous Brew Crew for the campaign and is being used by Great Lakes Beer (and other breweries) as part of their cause-related marketing efforts.\n\nBy Andrea Niosi; Chief Lady Bird (editor)<\/em>\n\n<\/div>\n<\/div>\n
    \n

    Media Attributions<\/h3>\n
      \n \t
    • The image of Chief Lady Bird's design is copyright protected and used with permission from the artist.<\/li>\n<\/ul>\n

      References<\/h3>\n

      Celebrating Sisters<\/em>. (n.d.). Indigenous Brew Day. Retrieved April 10, 2021 from https:\/\/indigenousbrewday.ca\/the-red-beer-project\/.<\/p>\n

      Chief Lady Bird Art<\/em>. (2021, March 28). Facebook. https:\/\/www.facebook.com\/chiefladybirdart.<\/p>\n

      Monkman, L. (2021, April 3). Anishinaabe artist defends her work on beer can label design amid online criticism<\/em>. CBC News. https:\/\/www.cbc.ca\/news\/indigenous\/chief-lady-bird-art-beer-label-1.5973969.<\/p>\n

      Reclaiming Power and Place: The Final Report of the National Inquiry into Missing and Murdered Indigenous Women and Girls. (n.d.). National Inquiry into Missing and Murdered Indigenous women and Girls<\/em>. https:\/\/www.mmiwg-ffada.ca\/final-report\/.<\/p>\n\n<\/div>","rendered":"

      \n
      \n

      Chief Lady Bird Art: Raising Awareness Through Cause-Related Marketing By Andrea Niosi; Chief Lady Bird (Editor)<\/h2>\n<\/header>\n
      \n
      \"Beer
      Chief Lady Bird’s label design was donated to Indigenous Brew Crew to celebrate Indigenous women and support those organizations who are committed to supporting Indigenous women.<\/figcaption><\/figure>\n

      In March 2021, Anishinaabe artist Chief Lady Bird announced that she had designed a beer label for the \u201cCelebrating Sisters\u201d Project – a collaboration between \u201cIndigenous Brew Day Crew\u201d and \u201cDo Better. Be Better.\u201d The purpose of the collaboration is to celebrate Indigenous women and all efforts focused on supporting Indigenous women in various endeavours.<\/p>\n

      Indigenous Brew Crew was founded by three Indigenous brewers – Mark Solomon, Seguin Sailors, and Eric Saulis, who came together with the same mission: to create a community that would empower Indigenous individuals while de-stigmatizing alcohol (\u201cCelebrating Sisters\u201d, n.d.).<\/p>\n

      There is a long and impressive list of breweries who partner with Indigenous Brew Crew, each of which provide financial support to a cause important to them.<\/p>\n

        \n
      • Red Tape Brewery (New Brunswick Women\u2019s Shelter)<\/li>\n
      • People\u2019s Pint Brewing Company (Thunder Woman Healing Lodge Society)<\/li>\n
      • Rorschach Brewing Co. (Thunder Woman Healing Lodge Society)<\/li>\n
      • Whiprsnapr Brewing Co. (Families of Sisters in Spirit)<\/li>\n
      • Counterpoint Brewing Company (Thunder Woman Healing Lodge Society)<\/li>\n
      • Orleans Brewing Co. (Families of Sisters in Spirit)<\/li>\n
      • Kichesippi Beer Co. (Families of Sisters in Spirit)<\/li>\n
      • Saulter Street Brewery (Native Women\u2019s Resource Centre)<\/li>\n
      • Wellington Brewery (Thunder Woman Healing Lodge Society)<\/li>\n
      • Queen of Craft (Thunder Woman Healing Lodge Society)<\/li>\n
      • Split Rail Brewing Co. (Nookomisnaang Shelter)<\/li>\n
      • Katalyst Brewing Company (Thunder Woman Healing Lodge Society)<\/li>\n
      • Kahnawake Brewing Co. (local food bank)<\/li>\n
      • Shacklands Brewing Co. (Thunder Woman Healing Lodge Society)<\/li>\n
      • Dominion City Brewing Co. (Families of Sisters in Spirit)<\/li>\n
      • Kensington Brewing Co. (Thunder Woman Healing Lodge Society)<\/li>\n<\/ul>\n

        Spotlight on Missing and Murdered Indigenous Women, Girls, Transgender, and Two-Spirit People\u00a0 (\u201cMMIWGT2S\u201d)<\/h2>\n

        While the campaign is focused on celebrating Indigenous women, it has also served as an important reminder about missing and murdered Indigenous women, girls, transgender, and two-spirited people – particularly throughout Canada. The National Inquiry into the Missing and Murdered Indigenous Women and Girls revealed that, \u201cthe persistent and deliberate human and Indigenous rights violations and abuses are the root cause behind Canada\u2019s staggering rates of violence against Indigenous women, girls and 2SLGBTQQIA people\u201d (\u201cReclaiming power\u2026\u201d, n.d.). Systemic racism and colonialism are the key contributing factors to the historic and ongoing violence inflicted on Indigenous people.<\/p>\n

        For Chief Lady Bird, bringing more awareness to the issues of discrimination and stereotyping experienced by members of her community, particularly when it comes to alcohol consumption, felt like something her artwork could do.<\/p>\n

        When asked to participate in this cause-related marketing project, Chief Lady Bird felt it was important to ensure that she examine the partnership, players, and potential impacts very carefully: she wanted to ensure she wasn\u2019t going to be involved in perpetuating harm or feeding into the ignorance about alcohol consumption and the impacts of colonialism in Indigenous communities.<\/p>\n

        \u201cIt means a lot to me that the money from these products can help various Indigenous women\u2019s organizations here on Turtle Island\u201d, wrote Chief Lady Bird on her Facebook page, \u201cit\u2019s an opportunity for us to fight these stereotypes and for Indigenous folks who are experts in their field to create meaningful impact with their work\u201d (\u201cChief Lady Bird Art\u201d, 2021).<\/p>\n

        Maintaining Artistic Integrity<\/h2>\n

        From an artistic perspective, Chief Lady Bird wanted to create a design that was both empowering and uplifting: an overall creation that wouldn\u2019t blur the lines between sacred stories and the complex issues related to alcohol. The label features a blackbird against a forest green background illuminated by shining stars. Similar to the kind of work that Kyle Williams, a Kanien\u2019keh\u00e1:ka (Mohawk) artist does for Kahnawake Brewing Company, no traditional designs, symbols, pictographs, or sacred stories are represented in the artwork (Monkman, 2021).<\/p>\n

        Chief Lady Bird\u2019s artwork was generously donated to Indigenous Brew Crew for the campaign and is being used by Great Lakes Beer (and other breweries) as part of their cause-related marketing efforts.<\/p>\n

        By Andrea Niosi; Chief Lady Bird (editor)<\/em><\/p>\n<\/div>\n<\/div>\n

        \n

        Media Attributions<\/h3>\n
          \n
        • The image of Chief Lady Bird’s design is copyright protected and used with permission from the artist.<\/li>\n<\/ul>\n

          References<\/h3>\n

          Celebrating Sisters<\/em>. (n.d.). Indigenous Brew Day. Retrieved April 10, 2021 from https:\/\/indigenousbrewday.ca\/the-red-beer-project\/.<\/p>\n

          Chief Lady Bird Art<\/em>. (2021, March 28). Facebook. https:\/\/www.facebook.com\/chiefladybirdart.<\/p>\n

          Monkman, L. (2021, April 3). Anishinaabe artist defends her work on beer can label design amid online criticism<\/em>. CBC News. https:\/\/www.cbc.ca\/news\/indigenous\/chief-lady-bird-art-beer-label-1.5973969.<\/p>\n

          Reclaiming Power and Place: The Final Report of the National Inquiry into Missing and Murdered Indigenous Women and Girls. (n.d.). National Inquiry into Missing and Murdered Indigenous women and Girls<\/em>. https:\/\/www.mmiwg-ffada.ca\/final-report\/.<\/p>\n<\/div>\n","protected":false},"author":90,"menu_order":11,"template":"","meta":{"pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-45","chapter","type-chapter","status-publish","hentry"],"part":18,"_links":{"self":[{"href":"https:\/\/opentextbc.ca\/ancillaryconsumerbehaviour\/wp-json\/pressbooks\/v2\/chapters\/45","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/opentextbc.ca\/ancillaryconsumerbehaviour\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/opentextbc.ca\/ancillaryconsumerbehaviour\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/opentextbc.ca\/ancillaryconsumerbehaviour\/wp-json\/wp\/v2\/users\/90"}],"version-history":[{"count":1,"href":"https:\/\/opentextbc.ca\/ancillaryconsumerbehaviour\/wp-json\/pressbooks\/v2\/chapters\/45\/revisions"}],"predecessor-version":[{"id":46,"href":"https:\/\/opentextbc.ca\/ancillaryconsumerbehaviour\/wp-json\/pressbooks\/v2\/chapters\/45\/revisions\/46"}],"part":[{"href":"https:\/\/opentextbc.ca\/ancillaryconsumerbehaviour\/wp-json\/pressbooks\/v2\/parts\/18"}],"metadata":[{"href":"https:\/\/opentextbc.ca\/ancillaryconsumerbehaviour\/wp-json\/pressbooks\/v2\/chapters\/45\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/opentextbc.ca\/ancillaryconsumerbehaviour\/wp-json\/wp\/v2\/media?parent=45"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/opentextbc.ca\/ancillaryconsumerbehaviour\/wp-json\/pressbooks\/v2\/chapter-type?post=45"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/opentextbc.ca\/ancillaryconsumerbehaviour\/wp-json\/wp\/v2\/contributor?post=45"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/opentextbc.ca\/ancillaryconsumerbehaviour\/wp-json\/wp\/v2\/license?post=45"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}