By: Patrick McDougall, Director of Engagement
At the end of January, I had the opportunity to attend a meaningful discussion in Prince George during my first month as CAI’s Director of Engagement. Co-hosted by CAI and Yulu, the session was held at the Prince George Friendship Centre, bringing together community members, service providers, and advocates to explore how the Prince George Community Action Team (CAT) can strengthen its storytelling and engagement efforts in response to the toxic drug crisis.
The gathering began with a powerful opening from Elder Bertha Cardinal, whose words grounded the session in a spirit of respect, learning, and shared responsibility. Her presence was a reminder of the deep connections between this work and Indigenous knowledge, community care, and healing.
Throughout the session, we explored how the community communicates about the toxic drug crisis, the challenges that come up, and what’s needed to share stories in ways that foster understanding and change. Here are some of the key themes that emerged:
Shaping Messages That Resonate
A big focus of our conversation was on crafting messages that connect with people on multiple levels—logically, emotionally, and ethically. We talked about the need to address the root causes of the crisis while also working to reduce stigma. There was a strong push for messaging that brings people together rather than deepening divides, with personal stories playing a key role in making the issue feel real and urgent.
Barriers to Effective Engagement
Stigma and misinformation were identified as major obstacles. These challenges not only create resistance within the community but also put harm reduction service providers in a constant position of defending their work. Some decision-makers remain hesitant to fully engage, which adds another layer of difficulty.
Strengthening Community Connections
To push past these barriers, we talked about meeting people where they are—through informal, personal conversations and stronger partnerships with local organizations. Adapting language to fit how people communicate in local Facebook groups and increasing visibility at community events like tabling and trade shows were also seen as promising approaches. A trauma-informed approach to storytelling was highlighted as essential for ensuring accuracy, sensitivity, and respect for lived experience.
Shifting How Stories Are Told
A key takeaway was the need to move away from an “us vs. them” framing and instead emphasize shared community responsibility. The goal is to shift from polarization to meaningful dialogue, especially when it comes to harm reduction. We also discussed the power of storytelling that focuses on hope and resilience rather than just struggle—highlighting solutions, progress, and community strengths.
Next Steps and Opportunities
Looking ahead, several priorities stood out. These included developing a central online hub for CAT resources, offering media and communications training for community advocates, and ensuring that engagement efforts are truly inclusive. We also identified some immediate actions that could build momentum, such as reviewing CAT membership and leveraging existing networks to expand outreach.
Envisioning the Future
We wrapped up the session by imagining what a more engaged and connected future could look like. Ideas included developing consistent community updates, finding ways to ensure decision-makers hear directly from frontline workers and people with lived experience, and expanding opportunities for open dialogue—such as hosting forums and deepening relationships with elders and knowledge-keepers. A strong emphasis was placed on making sure all storytelling efforts are equitable and non-exploitative.
Moving Forward
This session brought together a committed group of individuals and organizations who are deeply invested in harm reduction and community action. Their insights and perspectives made it clear that there is both urgency and opportunity in this work.
I think the ideas and connections from this session will play a key role in shaping future engagement efforts, and I look forward to seeing how this work continues to grow.
