According to The Council of Canadians, 73% of Indigenous initially nations’ water units are at superior or medium possibility of contamination, ensuing in 28 Indigenous communities throughout Canada underneath a limited-time period drinking-water advisory, and 29 communities below prolonged-time period advisories as of January 2022. With numerous Indigenous communities not obtaining entry to the exact clear drinking water as non-Indigenous communities, a sizable socioeconomic problem is floating within Canada’s drinking water resources. In order to stand up versus these issues and marketing campaign for transform, numerous manufacturers have been working with their platforms to distribute critical info about the disaster. For June’s Indigenous Record Thirty day period, vegan cosmetics model Cheekbone Beauty introduced their #GlossedOver marketing campaign to highlight the difficulty.
The marketing campaign, created by founder Jenn Harper, an Anishinaabe girl, saw a selection of unsellable lip glosses produced to the brand’s internet site. The items were unsellable due to the h2o content inside of the item being severely contaminated. The lip glosses, with names this kind of as “Lucious Lead” and “E.Coli Kiss,” were being produced to provoke a response and get individuals questioning why humans are remaining compelled to drink contaminated drinking h2o. If it is not acceptable to sell harmful cosmetics, why is it appropriate for Indigenous communities to be compelled to consume contaminated h2o?
“I have family members members who have been instantly impacted by the ongoing water disaster in this nation,” Harper claimed. “If a key town center in this region had contaminated h2o, how extended do you imagine it would acquire for that to be remedied? I’d like to see that perception of urgency for the communities nevertheless afflicted. I might like to see infrastructure and educational possibilities for Indigenous youth encompassing this issue so that this in no way happens yet again.”
In a video clip for the marketing campaign, posted to the brand’s YouTube channel, visuals of the items clearly show on the screen as a voice-above inquiries, “Would you place it to your lips? Some men and women do not have a preference.”