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Missing Matoaka

Award: Yellow Pencil

Yellow Pencil / Radio & Audio / Entertainment / 2023

Award: Yellow Pencil

Yellow Pencil / Entertainment / Audio

Award: Graphite Pencil

Graphite Pencil / Digital / Storytelling

Award: Graphite Pencil

Graphite Pencil / Radio & Audio / Innovation

Award: Wood Pencil

Wood Pencil / PR / Digital & Social

According to Amnesty International, sexual stereotypes continue to be a major factor in violent attacks towards Indigenous women and girls. They are 16 times more likely to be murdered than any other group, and four out of five will experience violence in their lifetime. To fight the stereotype, Muskrat Magazine and BBDO Canada created a full-length alternative audio track to Disney's Pocahontas, which was synced with every syllable on screen. The film was rewritten and re-recorded word for word by Indigenous writers, correcting the character's story – starting with her real name, Matoaka.

What did the judges have to say?

A simple idea, never-made-before, and with great purpose. Mind-blowing.

Niat Asfaw, General Manager, Serviceplan Bubble

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