We want to begin this summary by acknowledging, with deep respect and care, all who have been impacted by the toxic drug crisis and remember those who have lost their lives due to the unregulated toxic drug supply.
The Challenge
Despite years of advocacy, the unregulated toxic drug crisis in British Columbia remains one of the province’s most urgent public health issues. It continues to divide communities, fuel stigma, and prevent people from accessing support. Community Action Initiative (CAI) recognized the need for deeper, community-rooted dialogue and education to foster empathy, dismantle harmful narratives, and support life-saving harm reduction efforts.
CAI engaged Yulu to support this work through the Community Action Teams (CATs) – regional frontline teams working to address the overdose crisis locally.
The Strategy
Yulu approached this project not as outside strategists, but as collaborative facilitators. Our role was to co-create solutions, not just for communities, but with them. This meant listening deeply, honouring lived experience, and supporting each CAT with communications tools grounded in the unique cultural, geographic, and political realities of their region.
We co-developed three regional Community Engagement Toolkits (Langley, Cowichan, and Prince George), each shaped by local priorities, and one provincial Educational Toolkit to support CATs across B.C. These resources integrated actionable messaging guidance, engagement strategies, creative campaign ideas, and media tools – all with a focus on empathy, education, and systems-level change.
Services Provided
- Community-based research and engagement
- Strategic communications planning
- Messaging house and anti-stigma language development
- Toolkit development and design
- Creative campaign strategy (e.g. “Be A Book” campaign in Cowichan)
- Media relations training and content development
- Stakeholder mapping and engagement recommendations
The Results & Impact
- 3 localized Community Engagement Toolkits co-developed with Community Action Teams in Langley, Cowichan, and Prince George
- 1 Educational Toolkit distributed province-wide to all 38 Community Action Teams
- Participatory workshops and regional knowledge-sharing sessions to amplify lived experience and increase CAT engagement capacity
- Tailored strategies now in place across regions, from RCMP partnership engagement in Cowichan to stigma reduction among elected officials in Langley
These toolkits are now in use across B.C. to strengthen local advocacy, engage decision-makers, and build momentum for harm reduction policies rooted in community wisdom.
Let’s Work Together
Looking to shift public narratives and build capacity for community-led change? Call or email us at hello@yulupr.com or +1 604-558-1656. Let’s build something impactful together.