Where Happiness Dwells: Building Understanding Before the Agreement
CLIENT: Blueberry River First Nations
PROJECT: Public Awareness Campaign
/ Services Provided
/ Background
In 2021, the BC Supreme Court ruled that the Province had breached its obligations under Treaty 8 by permitting extensive industrial development across Blueberry River First Nations’ traditional territory without their consent. The decision confirmed that Treaty 8 protects Blueberry’s way of life, including access to healthy forests, clean water, and traditional hunting and gathering areas.
This landmark ruling reshaped the legal and political context in Northeast BC and set the stage for a historic agreement between Blueberry and the Province.
/ The Deliverables
- Media relations
- Video production
- Static digital ads
- TV ads
- Radio ads
- Print ads
“Blueberry was guaranteed protection of their rights to hunt, fish, and maintain their way of life for as long as the sun shines, the grass grows, and the rivers flow.”
/ Where we came in
In the lead-up to the public announcement of the Implementation Agreement between Blueberry and the Province of BC, we partnered with Blueberry River First Nations to launch a public-facing PSA campaign designed to inform, educate, and build understanding.
The campaign — titled Where Happiness Dwells — was developed to:
- Increase awareness of Treaty 8 and the legal decision
- Prepare the public for the announcement of the agreement
- Invite respectful dialogue in local communities
- Build empathy through story-based, accessible content
The campaign targeted residents across Northeast BC, including Fort St. John, Dawson Creek, Fort Nelson, Taylor, Chetwynd, Hudson’s Hope, Pouce Coupe, and Tumbler Ridge.
/ Cast + Crew
Director – Brandon Thompson
Producers – Brandon Thompson & Amanda Munro
Animation – Braden Hallett
Editor – Chris Miller
Graphic Design – Joel Kadziolka
Featuring – Brad Chipesia, Justice Adekat, Robin Ewaskow, Crimzon Adekat, Judy Desjarlais, Kristian Roy, Angel Desjarlais, Shelley Gauthier, Derek Greyeyes, Bailey Apsassin, Clarrdette Mickle, Lillian Apsassin, Tracy Paquette, Bonnie Rohel, Corene Apsassin, Irene Apsassin, Marjorie Greyeyes, Troy Wolf, Justice David, Rick Apsassin, Travis Apsassin.
/ In Partnership With
Blueberry River First Nations
The Province of British Columbia
Ratcliff LLP
/ The Result
The Where Happiness Dwells campaign ran from September to November 2022, delivering an emotionally resonant message that centered on land, family, and belonging. The PSA helped foster greater public awareness of Treaty 8 and the landmark legal decision, while providing a new perspective for local dialogue.
The campaign generated significant regional engagement:
- Campaign webpage views: 15,000
- Digital impressions: Nearly 3 million
Through respectful storytelling and a carefully timed media rollout, the campaign helped shape public perception, support the transition to agreement, and bring Indigenous voices to the forefront of regional conversations.
(millions)
