A National Conversation on Press Freedom
CLIENT: The Narwhal + Amber Bracken
PROJECT: Lawsuit Announcement Campaign – Press Conference + Short Documentary
/ Services Provided
/ Background
On November 19, 2021, while covering the Wet’suwet’en land rights conflict in Northwest BC, freelance photojournalist Amber Bracken was on assignment for The Narwhal when she was arrested by the RCMP and detained for three days. Her arrest raised national alarm bells about the state of press freedom in Canada.
More than a year later, on February 13, 2023, Bracken and The Narwhal launched a landmark lawsuit against the RCMP, citing wrongful arrest, unlawful detention, and breaches of Charter rights.
/ The Deliverables
- Communications strategy
- Press conference
- News release
- Media relations
- Media training
- Video production
/ Where We Came In
We were brought on to develop and lead a national media strategy to support the launch of the lawsuit. Our mandate was to raise the profile of the case, ensure broad and accurate media coverage, and spark public dialogue about the importance of press freedom in a democratic society.
Our team led the creation and execution of:
- A detailed communications strategy
- A press conference with The Narwhal and Amber Bracken
- A national media release
- Targeted outreach and media relations
- Media training for key spokespeople
We also produced a four-minute short documentary to accompany the announcement. Created in collaboration with Bracken and The Narwhal’s co-founders, the film captured the stakes of the case, the events leading to the lawsuit, and the broader implications for Canadian journalism.
“We need journalists, and we need them on the ground, and we need them to be able to decide what stories to tell and how.”
– Carol Linnitt, Executive Editor + Co-Founder of The Narwhal
/ The Result
The campaign generated major national and international media attention, successfully elevating the issue of press freedom in Canada and reinforcing The Narwhal’s credibility as a values-driven publication.
The campaign’s reach included:
- 34 pieces of earned media coverage
- Interview with Amber Bracken broadcast on CBC Radio’s five major morning shows across BC
- Coverage by The Globe and Mail, CTV, The Canadian Press, The Guardian, Toronto Star, Global News, The Tyee, Vancouver Sun, and Canadaland/li>
/ FEATURING
Carol Linnitt – Executive Editor + Co-Founder of The Narwhal
Emma Gilchrist – Executive Director + Co-Founder of The Narwhal
/ In Partnership
The Narwhal
Amber Bracken
Sean Hern, KC
Canadian Association of Journalists (CAJ)
/ Crew
Director – Brandon Thompson
Producers – Amanda Munro + Jessie Levene
Sound – Jessie Levene
Editor – Chris Miller
Graphic Design – Joel Kadziolka
VFX – Brandon Thompson
