POCAM National Indigenous History Month 2024 Profile: Shani Gwin
Written By: Natalie Bomberry, Sr. Director, Communications and Creative Strategy, Rewiring America and Steering Committee member of POCAM - People of Colour in Advertising & Marketing
Tansi (hello), #CanadianDesignAdvertisingCommunicators, meet Shani Gwin (Mama or Sha for those close), founder of pipikwan pêhtâkwan (pee-pee-gwan pee-tah-gwan), an Indigenous owned, led & majority staffed PR + engagement agency.
Shani is Métis, First Nations, European & Panamanian, with 15+ years in the industry, & her agency’s body of work will give you “Holee” (IYKYK) vibes!
“The City ward names project is so special to me. I wanted to campaign to help Edmontonians understand the stories & importance of these traditional names. We worked with matriarchs from Treaty 6, 7 & 8 communities as well as Métis and Inuit communities to create a meaningful social media + video campaign to educate & inform Edmontonians on the new ward names chosen to represent and honour Indigenous Peoples, history & culture. Being with these matriarchs in person, hearing their stories, the visiting & laughing was just so loving and beautiful.”
Language revitalization is vital to Indigenous Peoples (TRC # 14), so not surprising that Shani’s attraction to the industry is knowing the power of words. Their power “is exciting and terrifying. What really drives me is the value alignment and ethics behind this career. You’re supposed to have integrity to work in this field and that’s incredibly important because you’re behind the scenes creating narratives that can possibly change the trajectory of the world.”
Now Shani is using words + AI to address bias and racism.
“Indigenous People take on a lot of emotional labour to educate Canadians and beyond about the history of Indigenous Peoples on this land. In an effort to support our communities, we have developed a prototype (wâsikan kisewâtisiwin, which directly translates to kind electricity) that identifies problematic statements and beyond and provides factual information about Indigenous People. The AI in this platform has been educated by Indigenous People and we will continue to develop the tool with Indigenous Peoples across these lands. Their contributions will help take that labour off of our People.”
Easy to see a theme of visiting & working with community in all of pipikwan pêhtâkwan’s projects, attributable to Shani’s experience with mentors. “I’ve had so many Indigenous People mentor me - not through the industry so much as through my childhood and adult life. I have parents who worked in community. My dad (Lloyd Gwin), my mom (Carola Cunningham), my kokum (Florence Gwin) and my poppa (Chester Cunningham) have all influenced me in different ways. Also, Elders are the best. Karen MacKenzie, Theresa Strawberry, Lorette Goulet, and Vicki Whalen are a few women who have been so gracious to spend time with me & help guide me.”
Shani’s apt advice to Indigenous youth joining the industry. “Connect with us, even for a visit, we want you to get into the industry to help change it for the better. We are stronger together & we want to see you rise in the field. We are here supporting you! Go get em!”
Follow Shani on LinkedIn and learn more about wâsikan kisewâtisiwin at https://www.amii.ca/latest-from-amii/pipikwan-pehtakwan-harnesses-ai-to-help-reduce-online-hatred/.
Shani also learns so much from pipikwan pêhtâkwan’s “team and former team members - Michelle Lean, Matt Ward, Elliott Young, Shawna-Kay Thomas, Peyton Meters, Presley Mills, Kevin Cardinal, Melaina Goos, RaeAnne Harper and Robyn Ferguson have shared so much of themselves with me - I am lucky to learn from them.”
More on pipikwan pêhtâkwan’s City of Edmonton ward names project: Video: Anirniq | Blog: Anirniq | YouTube Playlist: Indigenous Ward Names
