Bringing equitable opportunities to Canada’s underserved writers
The Challenge
Audible, one of the world’s leading content producers and distributors, is on a mission to improve the lives of those with less privilege wherever it operates. In Canada, Audible’s platform is growing in popularity, bringing its vast library of audio entertainment to all corners of the nation. In order to ensure it was living its mission, Audible Canada engaged Yulu to help identify some of Canada’s most prevalent challenges and the communities most affected by them, to inform the creation of a platform to engage and support underserved audiences nationwide.
The Solution
Yulu worked with Audible on a 6-month research project to identify Canada’s greatest social challenges and explore opportunities for impact. The team researched affordable housing, mental health, clean water, and Indigenous rights. This time, the stakeholder interview process required a different approach. Rather than focusing on the Audible Canada team, Yulu dug deeper. We connected with members of Audible’s global community to explore what it means to truly Activate Caring in the community. Activate Caring is Audible’s global social responsibility commitment which guides and informs its social responsibility and impact work.
The Results & Impact
Throughout stakeholder interviews and the research process, Yulu understood the importance of choosing an issue where Audible could make an outsized impact.Our recommendation: bringing equitable opportunities to underserved groups, especially Indigenous Peoples. Once this impact theme was identified, Yulu and Audible set to work establishing a nationwide mentorship and writing program for emerging Indigenous writers, connecting participants with well-known and established First Nations, Metis and Inuit writer and creator mentors.
Now in its fourth year, over 80 emerging Indigenous writers have been supported by the program. Participants have learned from publishing experts, signed book deals and secured representation by literary agents.
- 13+ participants have published works, incl. Gin Sexsmith, ‘23 participant + author: Audible Original In the Hands of Men
- $114,000 in unrestricted funding directed to participants, to make joining the program possible
- 53 workshops delivered: firsthand learning experiences from 32 acclaimed Indigenous literary artists + experts
- 83 media features in Indigenous-led and Indigenous-read media outlets, totalling 85,401,443 impressions
- Delivered over 972 hours of mentorship + training
- Zero percent attrition rate: all 80+ participants who have entered the program have completed it
Most importantly, the Writers’ Circle serves as a meaningful, helpful and brave space for Indigenous writers.
“Yulu’s global expertise and skillful execution of IWC in CA was essential to the success of the program, which we attribute in large part to their talented team, thoughtful approach, and commitment to cultural authenticity.”