Pembina Valley Pride | Crisis Communications & Community Mobilization

The situation

A Pembina Valley Pride billboard was vandalized shortly after Pride, generating significant community concern. The response needed to acknowledge the harm, provide practical support and information, and reinforce that the organization and community would not be intimidated. 

My role

As Chairperson/Project Lead, I developed and published the public response, coordinated communications with the billboard company and RCMP, and turned the incident into an opportunity for community solidarity and action.

Communication approach

• Acknowledged the emotional impact of the vandalism and validated community concerns.

• Reaffirmed that Pride remained committed to creating a welcoming and inclusive community.

• Provided practical information about reporting hate-motivated incidents and accessing support.

• Turned the incident into a community mobilization and fundraising campaign using the message “You can’t spray the gay away.” 

• Balanced a strong, recognizable organizational voice with clear calls to action.

Results

The response helped shift the conversation from intimidation toward community action, generating 200+ merchandise orders in approximately three weeks while supporting Pride’s fundraising efforts.

What this demonstrates

Crisis communication • Rapid response • Community engagement • Campaign development • Stakeholder coordination • Public-facing writing • Calls to action

View the original communication

Hey y’all,

I’m sure many of you have seen by now that our billboard was vandalized this past weekend.

There have been a lot of different reactions to this across our community. Please know that whatever you’re feeling is okay and you’re not alone. If you need support, please reach out to the resources we have listed on our website.

To be honest, I have been going through a lot of different emotions, too. Sad, angry, annoyed, determined… just to name a few. At the end of the day I think “determined” is what I’m settling on.

Because we aren’t going anywhere. Despite what some people think, Pride DOES belong in the Pembina Valley. YOU BELONG in the Pembina Valley. Over 2500 people showed up on June 13th to prove it. A little bit of spray paint doesn’t change that.

There is a time-honoured tradition in queer communities of taking language, symbols, and stereotypes that were meant to shame or isolate us and transforming them into sources of solidarity, pride, humour, and resistance. 

So, we’ve decided to make lemonade from these lemons, and launch a new line of merch with a clear, simple message: “You can’t spray the gay away.” We’re using an actual photo of the vandalized billboard to show that we aren’t going anywhere.

While the design uses 'gay' for its rhyme and recognizability, this design celebrates and supports all 2SLGBTQIA+ communities.

These are going to be available in the online store tomorrow morning (June 23), and there will be a few different colour options to pick from.

We’re currently in contact with the billboard company (shoutout to Pattison for very quickly covering up the vandalized billboard today) and will update you all once we have a better idea what we’ll be doing with that. We’ve also been in touch with the RCMP.

What this proves to us is that we’re making a difference. If we weren’t, it would be a lot easier to ignore us. There are so many more people who support us. There is so much resilience in our community, and this is just another way we will continue to show it.

Pride belongs in the Pembina Valley. YOU belong in the Pembina Valley. You can’t spray away the gay, no matter how hard you try.

Never forget that you are important, valid, worthy, and so so loved, exactly as you are.

kat

PS use code SPRAYPAINT for a 15% discount!

Store: https://www.pembinavalleypride.ca/shop

Support: https://www.pembinavalleypride.ca/find-support

Pembina Valley Pride | Operational & Safety Communications 

The situation

Following threats directed toward food trucks participating in the Pride festival, organizers needed to communicate a difficult operational change while maintaining public confidence in the safety and viability of the event.

My role

As Chairperson/Project Lead, I communicated the cancellation of the food truck component, explained the safety considerations behind the decision, and provided attendees with clear information about security measures and event plans.

Communication approach

• Communicated the decision directly and transparently.

• Explained the safety concerns without unnecessarily amplifying the threats.

• Reassured attendees that additional security measures were being implemented.

• Provided information about police and private security presence.

• Maintained a calm, community-focused tone while acknowledging the seriousness of the situation.

Results

The communication helped attendees understand the operational change and reinforced confidence that safety was being treated as a priority while the event proceeded.

What this demonstrates

Risk communication • Event communications • Safety messaging • Stakeholder communication • Community reassurance • Operational communication

View the original communication

UPDATE:

We are so overwhelmed by the outpouring of love and support we’ve received since our post last night! One of my favourite parts of Pride is the community coming together and I’m so happy to see that it’s already started.

Today we were approached by the Altona Elks Lodge 447. They have offered to have BBQ hot dogs, chips, and drinks available at our event! This is all done by donation, and all money raised goes to supporting kids through The Elks & Royal Purple Fund for Children. How awesome is that?!?

I just love this community so much. THANK YOU for always coming together and showing up for each other!!

See you Saturday!

******

Hey y’all,

It’s been a minute since I’ve done a post like this but in light of recent events (that you may or may not be aware of) I’m here again.

Let’s just rip the bandaid off - as of right now, we will not be having food trucks at this event.

Apparently, after we posted the list of who the food trucks were going to be, somebody(ies?) took it upon themselves to threaten them. We’re disappointed, but completely understand the need to keep their employees and equipment safe.

This is exactly why we need Pride.

There are people who feel comfortable issuing threats just because somebody is associated with our event. This is why we need Pride.

There are people who want to spend a day enjoying the sunshine amongst people who are similar to them and won’t judge them, but they’re afraid for their safety so they’re going to stay home instead. This is why we need Pride.

There are flags that have been up for over a year, nailed to a wall, locked inside someone’s fenced back yard, that have been removed. This is why we need Pride.

I’ve said it before and I’ll say it again. I love this community and the way we show up for each other. We keep each other safe in so many ways. It’s an honour and a privilege to be trusted with creating this space and both individually as Chair and collectively as an organization we do absolutely everything in our power to ensure it’s a warm, welcoming, inclusive, caring, loving environment for all.

We have hired private security. Altona Police is going to be nearby and are aware of the threats. If you’re concerned about safety or have anything to share regarding your concerns or anything you’ve seen or heard, please reach out to us. We’ve also got a post dedicated to the safety plans we’ve implemented.

I genuinely cannot wait to see you on Saturday. As always, remember you are valid, important, worthy, and loved, exactly as you are.

kat

Pembina Valley Pride | Community Mobilization & Fundraising

The situation

Following damage to Pride flags in the community, Pembina Valley Pride needed to communicate what had happened while giving community members a constructive way to respond.

My role

As Chairperson/Project Lead, I developed the public communication, explained the situation, provided information about reporting hate-motivated incidents, and created a clear call to action for community members who wanted to help replace the damaged flags.

Communication approach

• Clearly explained the situation without sensationalizing it.

• Connected the incident to broader community safety and inclusion.

• Provided practical information about reporting incidents.

• Created a direct and accessible fundraising call to action.

• Framed community support as a positive response to discrimination.

Results

The community response generated nearly $700 in donations toward replacing the damaged flags.

What this demonstrates

Community mobilization • Fundraising communication • Calls to action • Advocacy • Public education • Community engagement

View the original communication

Alright y'all time to work together to keep the rainbows going. 

We're hearing from more and more people whose flags are being torn down, burnt, or otherwise vandalized. I mentioned two this morning but I’ve heard of others since then. 

We are doing what we can and replacing the flags of everybody who contacts us - that being said, it seems like we need unfortunately have more incidents than we can necessarily remember and thus a need to keep a bit more of a record than we have been. If you’ve had ANY incident occur, please fill out the google form in here https://forms.gle/prKJUpjuhcbEy1g96 - even if you’ve already talked to us about it and we’ve replaced your flag. We’d appreciate the form be filled out for every individual incident, with as much info as you’re comfortable filling out.

If you've got the ability to send us some funds to purchase more flags, that would be absolutely wonderful and so very appreciated. This will also help cover the cost of sending the flags to all the beautiful people who have had them go missing. Disclaimer: I am currently out of flags, but I’ve got more on the way.

Every little bit helps! Even a couple dollars covers the cost of packaging and/or postage to send the flags out. You can send us an e-transfer to treasurer@pembinavalleypride.ca with a note saying Pride Flag Fund or donate through PayPal or by cheque (info on our website). 

Together we will make sure we keep the town rainbow and send the message that we aren't going anywhere! 

One of my favourite parts of this community is how readily we come together and support each other. It's a wonderful thing to be a part of.

🏳️‍⚧️🏳️‍🌈🏳️‍⚧️🏳️‍🌈🏳️‍⚧️🏳️‍🌈🏳️‍⚧️

🩷Kat

Pembina Valley Amplified | Public Interest & Advocacy Communications

The situation

Following a tragic accident, public commentary began to include racist and xenophobic rhetoric. The communication needed to acknowledge the community's grief while addressing harmful public statements without speculating about the circumstances of the accident itself.

My role

As the founder and communications lead of Pembina Valley Amplified, I developed a public response that balanced condolences, factual restraint, accountability, and advocacy.

Communication approach

• Centered compassion for those affected by the tragedy.

• Avoided speculation about the accident or its causes.

• Distinguished grief and legitimate questions from racist generalizations.

• Directly addressed harmful rhetoric from a public official.

• Called for accountability while maintaining a clear and measured organizational voice.

Results

The post positioned Pembina Valley Amplified as a voice for thoughtful public discussion during a highly emotional community conversation.

What this demonstrates

Sensitive communications • Advocacy • Public-interest messaging • Editorial judgment • Leadership voice • Navigating emotionally charged issues

View the original communication

Racism is alive and well in the Pembina Valley.

Over the weekend, a mother and daughter lost their lives in a tragic accident. We extend our deepest condolences to the family left behind, and to anyone who has felt the loss of these two souls. ❤️

While we don’t personally know the people who died, we feel that we are all connected in some way, and often that starts with our communities being intertwined.  

Part of us being all connected, is being represented, collectively, by members of government, who are supposed to lead and speak on behalf of their constituents.

Leadership should start from the top, with kindness, compassion, empathetic language and support for EVERYONE.

Not long after this tragic accident, MLA for Borderland Josh Guenther decided to use his very public platform to spread hate, division, racism and xenophobia in our area. Some latched on to his message, and thought it their right to agree with this vile language.

We all know that tragic accidents happen all too often, and are aware of the more large ones such as Humboldt and the Carberry crash. And often, with such tragedy, some keyboard warriors come out in full force, ready to blame and shame. Yes, accountability needs to happen, as lives were tragically lost. 

BUT - we need to put trust in the systems that we have, to prove that accountability.

We should not be seeing awful language from our government officials, calling on people, who are of different ethnicities from the majority, to “send them back.” Truly disgusting.

We do not know the circumstances that lead to this tragedy. But, if we look at Mr Sidhu, who was the semi driver in the Humboldt crash, we can learn a thing or two. He accepted his fate after the awful crash, and lives with enormous amounts of guilt and grief. The majority of the parents who lost a child that day, have personally forgiven Mr Sidhu, and sought to carry on with their lives the best they can.

And here we are, with tragedy in our own community. It is awful, what has happened. The ones who should be focused on uplifting the family, and anyone else affected, are instead focused on the colour of the drivers skin.

Shame.  And embarrassment. 

Can’t we do better? We should always do better. Where is the compassion?

Mr MLA - you do not represent us. How would you feel if this rhetoric and hatred was publicly stated about YOU?

Pembina Valley Amplified | Research, Fact-Checking & Public Education

The situation

A social media claim suggested that a library had received controversial materials. Because the claim could affect public perceptions of the library and its staff, it required verification before responding publicly.

My role

As the communications lead, I investigated the claim, contacted the Director of Library Services directly, verified the information with the organization, and communicated the findings to the public.

Communication approach

• Identified the specific claim requiring verification.

• Researched the issue rather than relying on social media commentary.

• Contacted the relevant stakeholder directly for confirmation.

• Distinguished verified information from speculation.

• Presented the findings clearly so readers could understand what had actually occurred.

Results

The communication provided the public with verified information and demonstrated a transparent approach to correcting misinformation.

What this demonstrates

Research • Fact-checking • Stakeholder verification • Public education • Source evaluation • Accuracy • Clear communication

View the original communication

Sigh. Again? Really?

It has come to our attention, that The Squeaky Wheels are at it again. The Squeakiest Wheel Gets the most attention.

And that they do. But, they don’t do it the “normal” way. They do it with lies. Blatant manipulation of information. They do it because they want to get your attention, and not at all because they have correct information that they want to share.

In the latest episode of the Lying Games, we are told that our beloved SCRL system has received posters (from the top down, nonetheless) educating young people on sex and gender, using the solar system as a guide.

And then, they go on to state that the librarians within SCRL are distributing this information to your children, (hold on to your butts), without your consent.

Do you actually believe this? Have we learned nothing from the debacle in the past? Librarians in any institution do NOT give anything to ANYONE, especially children, without being asked to do so.

One of our team members approached The Director Of Library Services promptly after this video was released. There was amazing and open dialogue regarding this subject, and she was happy to answer any questions we had.

And, guess what?! No branch within the SCRL system received this poster, or any information package, regarding sexuality or gender. No one will have it on hand nor will they hand it to you. What they will do, is offer you books or materials on topics you DO want, and will likely do it with a smile on their face! That is what makes librarians so amazing - they provide information when asked.

Even the fact that their Solar System theme was conveniently thrown into this video. When asked, the Director informed one of our amazing people, that the theme for summer reading is chosen the year before it’s executed. No giant scheme. No secret planning.

The Wheels are stating “what right or credentials do librarians have to talk to your six year old about…” Our response is - what right do the Wheels have to lie, slander, harass and manipulate? What right or credentials do they have to talk about who gets to talk about gender and sexuality? They clearly don’t understand it, or the history, or they would know that there have been many gender identities throughout history.

At this point, we would trust my local librarian a helluvalot more than any of The Squeaky Wheels any day.

Maybe instead of worrying about what books are available, they should try to read one.

Pembina Valley Amplified | Complex Public Education & Research

The situation

Local groups were publicly characterizing the availability of certain books in libraries as “grooming.” In response to these claims, Pembina Valley Amplified developed educational content to clarify what grooming actually is, distinguish legitimate child-safety concerns from misinformation, and provide the community with accurate, accessible information.

My role

As the communications lead, I researched the subject and developed public-facing educational content that addressed a complex and sensitive topic without simply amplifying the claims it was responding to.

Communication approach

• Identified the need to address misinformation through education rather than reaction alone.

• Explained grooming in clear, accessible language and distinguished it from unrelated claims about library materials.

• Focused on evidence-based information and practical prevention.

• Considered how to communicate a sensitive subject to a broad community audience.

• Reviewed factual claims against authoritative child-safety resources, including Government of Canada resources.

Results

The communication provided an evidence-based framework for understanding grooming and helped counter misleading claims circulating in the local community.

What this demonstrates

Public education • Research • Misinformation response • Source evaluation • Plain-language communication • Complex subject matter • Audience awareness • Editorial judgment

Source note

The original social media post did not include formal citations. Factual content was reviewed against authoritative child-safety resources, including Public Safety Canada and Government of Canada resources on online grooming.

View the original communication

We watched the speeches so you don’t have to and wowzers there was a lot of misinformation (to put it mildly!)

Massive TW on this post and all posts in the series. We will be discussing sensitive topics such as assault, CSA, grooming, and making references to queerphobia. This post is directed at those who have found themselves agreeing with some, or all, of what is being said about teachers, libraries, and schools. Please boost this, but take care and don’t read this post if it will be harmful to you. Our friends at @pembinavalleypride have a lot of great resources on their website - check their linktree for more info.

Let’s talk about the thing they’re accusing… teachers? Queer people? Librarians? Anybody who doesn’t agree with them? of doing: Grooming. What is it, how can we prevent it, and how do we know it isn’t something teachers are doing?

What is grooming?

Grooming is a manipulation tactic where a person engages in predatory conduct to prepare someone, often a child or young adult, for sexual activity at a later time. Grooming seeks to establish a relationship of trust with the victim, and often in cases of children, with the child’s parents. It starts off looking pretty innocent but can quickly turn into something much more insidious and violent.

Think someone who goes out of their way to make a kid feel special on a consistent basis, or an older person who’s telling a younger person how cool and mature they are. They get to know the victim, their interests, and what’s important to them. Remember, predators are insidious. They’re trying to come up with things to use to exploit the victim’s emotion.

Groomers may start to try to isolate their victims, sometimes physically but often emotionally. This makes victims feel more dependent on them - they can rely on them for support, nobody else understands them. Groomers may start sharing secrets or feelings with victims, and victims may reciprocate. This strengthens the emotional bond, and also gives the predator ammunition to use later.

Predators will slowly start to test boundaries with their victim - introducing topics slowly to gauge their reaction, and to desensitise them over time. This may be through jokes, comments, or conversations that are more intimate than the age of the victim or the stage of the relationship allows for. A predator may complain about their sex life, or call a new outfit “sexy” instead of a more appropriate comment. This transitions over time to be more explicit, asking for intimate details in return. Because of the relationship that has been built over time, victims will ignore their body’s signals of discomfort and not address it. They trust the predator, and they know that the predator wouldn’t hurt them. The victim may feel that they are overreacting, or just taking it the wrong way.

I think this is the bit that feels like a “gotcha” to the fascists who are targeting books and trans people. The thing is, there’s a SIGNIFICANT difference between building on an exploitative, one-on-one relationship between a predator and a victim, and someone who allows access to educational materials or provides educational materials. There is a difference between educational materials and exploitation. While any conversation about bodies and sex can make kids feel slightly awkward and uncomfortable, especially if they aren’t used to hearing the names for body parts or if elements of sex are a surprise to them, education is based in fact and doesn’t contain personal, intimate details, or ask for them in return. Grooming does.

If the victim starts to pull away, the predator will use any information they can to threaten and blackmail them. Predators will make excuses and justify their behaviour. They blame the victim - they were “too tempting” or “well you didn’t say anything when I said this, I thought you were cool!” They will also continue to give gifts, and reassure the victim that they’re special, mature, and important.

Grooming is a horrible thing that happens entirely too often. Educating children about safe relationships with adults is so important. Here are some tips that you can share with your kids to help them know if something isn’t right. The best way to enforce that is to model these behaviours and reassure your child that, no matter what, you are there for them to talk to. It should go without saying, but these tips depend greatly on the age and maturity level of your child. The goal is to encourage them to trust themselves and be comfortable clearly communicating.

✅ Trust Your Gut: If something feels off, it probably is. Don't dismiss your instincts. You can practice this with your kids by respecting them if they say they don’t want to do something, or if they say they’re full, or if they say something makes them uncomfortable.

✅ Set Boundaries: Be clear about your limits and don't be afraid to enforce them. You can practice this with your kids, and ensure they know that their boundaries should be respected by “practicing” with them create a boundary (like stop tickling me for younger kids, or knock on my door before you walk into my room for older kids) and… doing that. Respect your kids’ boundaries.

✅ Communication: Stay open with friends and family about your interactions, both online and offline. Engage with your kids in a non-judgemental way and help them problem solve. Let them see you problem-solve and ask for advice and support.

✅ Privacy Settings: Adjust privacy settings on your social media accounts to control who can interact with you. Don’t let kids on social media or chat rooms. Don’t share pictures of your kids on the public internet.

✅ Report: If you suspect grooming, report it to the relevant platform or authority.

✅ Educate: Teach your kids what to look out for, and let them know they can come to you with any questions they have.

Prevention of grooming is key, and it requires a multifaceted approach. Education, both in schools and at home, plays a vital role in teaching children about personal boundaries and safe online practices. Furthermore, fostering open communication between parents, caregivers, and children can serve as a protective shield. Only through a collective effort involving communities and families can we hope to effectively prevent child grooming and ensure the safety and well-being of all children.

Pembina Valley Amplified | Organizational Voice & Community Engagement

The situation

Pembina Valley Amplified had been quieter on social media, creating an opportunity to reconnect with followers while explaining that the reduced posting did not mean the organization had stopped monitoring local issues. The communication also provided an opportunity to explain PVA's approach to research, misinformation, and deciding what issues warranted public attention.

My role

As founder and communications lead, I developed the message and used it to reinforce PVA's purpose, explain its editorial approach, and re-engage the organization's audience.

Communication approach

• Reassured followers that the organization remained active behind the scenes despite reduced public posting.

• Explained PVA's approach to researching and verifying information before highlighting an issue publicly.

• Established expectations around accuracy and responsible public-interest communication.

• Used a distinctive, conversational organizational voice to build connection with the audience.

• Invited community members to bring potential issues or concerns to the organization for investigation.

Results

The communication re-established PVA's presence with its audience while clearly communicating the organization's role, editorial standards, and commitment to addressing misinformation.

What this demonstrates

Organizational voice • Editorial strategy • Audience engagement • Research standards • Misinformation response • Community relationship-building • Public-interest communication

View the original communication

Hello! ❤️

Welcome here. New followers, lookers, and our dedicated group of past followers.

As your Pembina Valley Amplified team, we wanted to say hello.

We also wanted to say that our lack of posts, as of late, does not mean we aren’t watching. We are. We are dedicated to paying attention to the grossness that often happens around us, so you don’t have to. Our team is in constant communication, sharing information, and discussing not only what goes on, but what we want to bring attention to.

We are careful about what we discuss. We also are dedicated to getting it as close to correct as we can. We know that The Squeaky Wheels love to spread and share (deliberately) mis and disinformation. We want to be sure that when we bring a spotlight to an issue, we have done our research and can offer you clear and direct information that combats their false claims.

For the past while, things have seemed to have slowed. It appeared as though the people surrounding them were tired of their plights. (You know that sound that trains make when they are breaking on the tracks? …yeah, they sound like that.) They seem to have lost some steam, and it appears that they are grasping at straws to fill that void. They have shifted focus on their fights. They lost, never made headway, and it seems like they simply need something to fight about.

We will continue to bring you the information you need, to make an informed decision on how to go forward, combat misinformation, or anything of the like. When we see something worth highlighting, we will.

➡️ Please don’t mistaken our quietness for passiveness. ⬅️

We are here, behind the scenes, battling for those who cannot battle for themselves.

If you see something that we haven’t, please feel free to reach out to us. If you want something looked into, and highlighted on this page, please let us know. We are here and able. We are happy to be a voice for those who feel voiceless.

We wish you all, current and past followers, a wonderful day, on this BEAUTIFUL day in the Pembina Valley.

We hope you all feel loved, and seen, and supported. And most of all, we hope you feel your value.

Sincerely, your PVA team. ❤️

Pembina Valley Amplified | Stakeholder Recognition & Community Relations

The situation

South Central Regional Library was recognized with a Human Rights Award for its work in the community. Pembina Valley Amplified had an opportunity to recognize the achievement while highlighting the broader importance of the organization's work.

My role

As founder and communications lead, I developed and published a public congratulations that recognized the organization's achievement and connected it to the values and issues important to the local community.

Communication approach

• Recognized a community organization's achievement in a genuine and audience-appropriate way.

• Highlighted the significance of the award rather than simply announcing it.

• Strengthened relationships between community organizations through public recognition.

• Used positive storytelling to reinforce shared community values.

• Maintained an authentic organizational voice.

Results

The communication helped publicly recognize a valued community organization and reinforced Pembina Valley Amplified's role in highlighting positive community contributions.

What this demonstrates

Stakeholder communications • Community relations • Positive storytelling • Relationship-building • Organizational voice • Public recognition

View the original communication

On behalf of the PVA team, we want to wish Cathy Ching, Director of Library Services and the rest of the South Central Regional Library team, a giant, hug-filled, congratulations!

Cathy, and the team, received the first ever Human Rights Award, which was granted to them from the Manitoba Library Association.

We have attached the slides of the CBC news article, featuring Cathy’s interview, as she reflects on what must have been an incredibly difficult time. Not only for her, but for the Board Of Directors, the administration team, and of course, the front line staff. 

We are so graciously thankful for the hard work and steadfastness of Cathy and the rest, for standing true to the principle of Intellectual Freedom, and not giving in to the Squeaky Wheels.

We have said it before - and we will say it again.  Just because you don’t like something, doesn’t mean you get to take it away from others.

ONE DOES NOT GET TO PUSH THEIR PERSONAL RELIGIOUS CONVICTIONS ONTO OTHERS.  Especially in a public institution. That’s not how a democratic society works. And as always, you don’t get to harass, bully or intimidate to try to get your way. Loser behaviour never wins!

We applaud the efforts put in, to keep these books available.  If you haven’t read them yet, we encourage you to. They are amazing books.  And a great reminder that anything cherry picked from its context can be alarming.  But, given the entire story, in its intended context, will paint a completely different picture.

Thank you, Cathy and the SCRL team, for keeping those shoulders broad, those chins up, and the tenacity strong. You all, ALL, deserve the award, the support, and the recognition! ❤️

(small parts of the article were omitted due to size - we will post a link on the stories to the direct article)