Don't be culturally inappropriate on Halloween, advises this campaign

Indigenous advocacy group Chiefs of Ontario suggests alternative costumes instead

Published On
Oct 30, 2019

Editor's Pick

Culturally inappropriate costumes are a particularly sensitive issue at the moment in Canada, following the Justin Trudeau blackface scandal during the Canadian Election. Now, a campaign for indigenous advocacy group Chiefs of Ontario, created by BBDO Toronto, provides some advice on how not to be culturally inappropriate at Halloween. 

The social media campaign features images of someone dressed a "Native Indian Princess," pointing out it's "not a costume," alongside alternative, more positive images of indigenous women: like an indigenous judge, surgeon, pilot and fire fighter. 

It aims to highlight that, whereas many have worn costumes in the past that they may not have thought were offensive, to plead ignorance isn’t enough of a reason in 2019 to commit the same mistake.

As well as the campaign being promoted on social media and through PR, and the actual costumes are on display at Toronto-based costume store Theatrics Plus.



Oct 30, 2019
Client :
Chiefs of Ontario
Agency :
Chief Creative Officer :
Denise Rossetto
Chief Creative Officer :
Todd Mackie
VP Associate Creative Director :
Derek Blais
Art Director :
Danielle Zablocki
Copywriter :
London Choi
SVP Business Director :
Rebecca Flaman
Director SGL Studios :
Matt Eves
Photographer :
Peter Andrew Lusztyk

Need a credit fix? Contact the Creativity Editors

Project Type