A central Alberta First Nation, Maskwacis, has launched an initiative called “Change your Colours” to protect Indigenous youth from the pressures of gang life. The campaign aims to bring awareness to the issue and offer support to young people both on and off reserve. The Maskwacis Cree Tribal Council (MCTC) represents the collective interests of the First Nations in the community and is leading the initiative. With support from various organizations, the campaign features stylized Cree syllabics, vibrant artwork, and traditional regalia on ads across Edmonton, Wetaskiwin, and Camrose.
The campaign emphasizes that gang culture is not Cree culture, sending a clear message to young people that there are better options available to them. The MCTC’s Young Warriors Program, primarily for boys aged 10-17, promotes cultural awareness, leadership skills, and personal development through workshops and mentorship grounded in Cree traditions and values. The goal is to provide Indigenous youth with options and support to help them navigate away from gang involvement. Efforts are also being made to improve the availability of activities for teens in Maskwacis to provide more opportunities for positive engagement.
Indigenous leaders recognize the importance of early intervention to prevent young people from joining gangs. They emphasize the need for more support for families and communities, as many are still dealing with intergenerational trauma from events like residential schools. Indigenous kids make up a significant portion of the child welfare system, highlighting the systemic issues that need to be addressed. Leaders stress the importance of investing in prevention and supporting communities and Nations to create safe and loving environments for Indigenous children to thrive.
Speakers at the event highlighted the bleak future faced by Indigenous youth battling intergenerational traumas and racism. They called for better support from all levels of government to address the root causes of gang involvement and provide opportunities for young people to succeed. Several leaders shared personal stories of overcoming challenges and addiction, emphasizing the importance of sobriety and positive life choices. By engaging in traditional practices, learning about heritage, and developing life skills, Indigenous youth can become strong leaders within their community and take pride in their culture for future generations.
The ad campaign is part of Pattison Outdoor’s Elevating Voices program, which aims to amplify the messages of organizations serving minority and under-represented groups. By highlighting the issues faced by Indigenous youth in relation to gang involvement, the campaign hopes to bring about positive change and provide support to those in need. Through a combination of awareness-raising initiatives and community programs like the Young Warriors Program, Maskwacis is working towards creating a better future for its youth and building a sense of pride and resilience within the community. The message is clear: gang life is not the future for Indigenous youth, and there are alternatives available to help them thrive.
