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How Social Media Is Fuelling Advocacy and Driving True Change

michelle chub
michelle chub
Photo Courtesy of Jen Doerksen.

Mediaplanet chatted with Michelle “Indigenous Baddie” Chubb about the power of social media, advocacy, and representation.


Tell us about yourself and your advocacy work through your social platforms.

My name is Michelle Chubb. I’m 24 years old and from Winnipeg, Man. I’m originally from Bunibonibee Cree Nation, north of Manitoba. It’s always been a passion of mine to change the narrative for Indigenous people because of my upbringing and experiences in Winnipeg. Using platforms like TikTok and Instagram have helped me get points across to prevent misrepresentation and misinformation from spreading.


How has social media helped support a movement of representation?

It has helped so much for me, especially within the last year as I joined TikTok. A lot has changed and it seems like more people are engaging and interested in learning and helping, which I’m very happy about.


How do you feel that representation helps others to embrace their cultures?

I think it helps heal the person wanting to reconnect with or embrace their culture because so many cultures have been suppressed for so many years by colonialism. It feels like an honour and a mission of going on the right path to unity.


Having recently taken part in numerous campaigns, what have these brand collaborations meant to you?

The collaborations I’ve been a part of have made the Indigenous community feel seen and uplifted — I know I felt that. It’s such a relief knowing that your people are finally being heard. It gives me hope knowing that I’m on the right path to helping the community out.


Why do you feel that it’s important for organizations to actively foster diversity and representation?

I think it’s important to break away from the chains of colonization and to be represented in a way that’s authentic — not in the same way as Pocahontas or the names or mascots of some sports teams. It’s a step forward in creating harmony between the different views that people have of Indigenous people.

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