The initiative, developed by an Indigenous project team through Symmetry PR, received support from a Pattison Outdoor Advertising grant from the Elevating Voices program. Photos courtesy City of Edmonton
New signage on Edmonton’s light-rail transit (LRT) trains aims to encourage Indigenous youth to embrace their culture and steer clear of gang involvement. The initiative, led by the Maskwacis Cree Tribal Council in partnership with the City of Edmonton, is part of the Young Warriors Program, which seeks to counter gang violence by fostering a sense of belonging and cultural connection. The signage features critical messages in the Cree language, strategically placed to resonate with First Nations youth, according to CTV News Edmonton’s Matt Marshall.
During a media conference at Clareview LRT station, representatives from the tribal council and Edmonton mayor Amarjeet Sohi introduced the new signage, emphasizing the broader regional issue of gang influence. Chief Vernon Saddleback of the Samson Cree Nation noted, “Gangs don’t know any boundaries… We have to support our people wherever they may live,” highlighting the need for unity in addressing gang violence, as per the CTV News report.
The initiative, developed by an Indigenous project team through Symmetry PR, received support from a Pattison Outdoor Advertising grant from the Elevating Voices program. Ermineskin Cree Nation council member Craig Mackinaw stressed the importance of providing youth with diverse recreational opportunities. “We need to get those facilities in place so we can get them out from their homes,” Mackinaw stated, as reported by CTV News.
As Mayor Sohi remarked, the presence of these cultural messages in LRT stations underscores the reality of gang activity in the area, aiming to inspire youth to connect with their heritage and pursue positive paths away from gang life, which he described as “a very short life” filled with violence. Pattison Outdoor Advertising talked about the impact of this type of advertising, stating on LinkedIn, “By using mass reach like transit and billboard advertising, the goal was to raise awareness about the Young Warriors Program to help those susceptible, and those already immersed in gang culture, to see an alternative and gain access to community resources. Our hope is that our medium can be of service to the Maskwacis community and help ongoing efforts to address systemic causes of violence.”
