Stories of Indigenous Joy: What "Call Auntie" Means to Community Leaders
As we wrap up our Call Auntie Campaign, celebrating Indigenous Joy throughout June, we're honoured to share reflections from Indigenous leaders and changemakers who embody the spirit of community, care, and connection. Their stories remind us that "Auntie" is more than a title—it's a relationship built on trust, wisdom, and showing up for one another.
Michelle Reid, Manager of Reconciliation with BDC
"I came across this beautiful campaign by RavenSong Soap & Candle and it genuinely made me smile.
There is something so powerful about choosing to centre Indigenous joy. Not just resilience or strength, but joy. The kind that lives in laughter, in relationship, in care, in the everyday moments that hold us together.
And I have to say… I find Alissa Assu absolutely delightful 💫
There is such a playful spirit in the way she shows up. Grounded, generous, full of life. You can feel that this work is about more than products. It is about story, community, and connection carried forward with intention.
The "Call Auntie" campaign is such a beautiful reminder that aunties, whether by blood or by choice, are often the ones we lean on for truth, laughter, guidance, and love.
So I will start.
I call Auntie when I need grounding.
I call Auntie when I need honesty.
I call Auntie when I need to be reminded who I am."
Colette Trudeau, Chief Executive Officer, Métis Nation BC
I've been fortunate to have a few "Aunties" in my corner.
Some were family. Many weren't.
What they all had in common was the way they showed up. They offered guidance when I was uncertain, encouragement when I doubted myself, and perspective when I couldn't see the path ahead. They shared their wisdom, challenged me when I needed it, and reminded me that I didn't have to figure everything out alone.
One thing I've come to culturally appreciate is that "Auntie" isn't a title we claim for ourselves. It's something bestowed upon us by others. It's a reflection of the trust, care, generosity, and connection we build over time.
Leadership, parenting, caregiving, and life have a way of pulling us in a hundred different directions. Sometimes we become so focused on taking care of everyone else that we lose sight of ourselves.
That's when you call Auntie... when you need someone to remind you who the heck you are!!!
Strong.
Smart.
Capable.
Worthy.
She reminds you of the things you've forgotten about yourself and helps you ground yourself again.
Today, I'm grateful for the many extraordinary women who have helped shape me into who I am and for the opportunity to learn from their example."
