Finding new ways to reach Indigenous communities across Canada

Operation Lifesaver’s goal is to spread our rail safety message to Canadians across the country—and that includes reaching First Nation, Métis and Inuit Canadians. That’s why to mark National Indigenous Peoples Day (June 21st) we’re launching a series of resources developed specifically with these Indigenous audiences in mind.
OL has hired Design de Plume, an Indigenously owned graphic design company—and fellow member of the Canadian Council for Aboriginal Business—to design the materials. This Ontario-based firm has years of experience creating communication pieces for First Nation, Métis, and Inuit organizations across Canada.
“Designing for Indigenous communities means approaching the project with a respect for Indigenous culture and world view,” explains Jennifer Taback, the principal designer at Design de Plume. “Indigenous people have their own languages, rich history, and unique challenges that are different than the general population. Learning more about Indigenous communities and offering services and resources directed to them helps foster a greater understanding not only in the community but also within the organization.”
Design de Plume has created version of the Look. Listen. Live. logo in the shape of a bird, inspired by a train track junction. According to Taback, they chose to use a bird in the logo because it is an uplifting image in Indigenous culture, and birds’ perceptiveness make them an appropriate symbol for a rail safety awareness.
Design de Plume has also redesigned OL’s general rail safety tip sheet, to make it more relevant to Indigenous audiences. These new resources will be made available on OL’s website as well as to our partners and provincial committees to use in their outreach with Indigenous communities across Canada.
“Rail lines run through Indigenous communities across this country,” says Sarah Mayes, National Director of Operation Lifesaver. “We are making it a priority to ensure that our safety message is reaching them. These new resources are just one of the ways we are trying to do that.”