“This campaign is about justice, healing, and building a future where every child truly matters.”
– Grand Chief Daniels
FOR IMMEDIATE RELEASE: September 2, 2025
ANISHINAABE AND DAKOTA TERRITORY, MB —The Southern Chiefs’ Organization (SCO) is proud to launch its 5th annual Every Child Matters campaign, a yearly initiative that takes place every September to honour residential and day school Survivors, remember the children who never returned home, and inspire all Manitobans to take action for truth, justice, and reconciliation.
Throughout September, SCO will raise awareness through education, community events, and engagement opportunities that lead into the National Day for Truth and Reconciliation on September 30.
This year SCO is hosting a public education campaign, including a social media campaign to help Manitoba residents learn about the origins of Orange Shirt Day and the legacy of residential schools. SCO is also planning the 5th Annual Orange Shirt Day Healing Walk and Pow Wow taking place in Winnipeg on September 30.
In addition, SCO is providing giveaways of small booklets containing the 94 Calls to Action from the Truth and Reconciliation Commission of Canada along with 2000 orange t-shirts.
“Every Child Matters is not just a slogan—it is a sacred responsibility,” said Grand Chief Jerry Daniels. “It calls on all of us to confront the truths of this country’s history, to honour the Survivors who carry those truths, and to make sure every generation is raised with dignity, safety, and pride in who they are. This campaign is about justice, healing, and building a future where every child truly matters.”
One of the key events this year that SCO is highlighting is the annual Reconciliation Run, organized by Chief Tréchelle Bunn of Birdtail Sioux Dakota Nation.
“I organize this run each year to honour our Survivors and to remind our young people of their strength and identity. My Kunshi Mildred and my Unkan Donald were Survivors of the Birtle Residential School and this event is inspired by both of them,” shared Chief Bunn. “When we run together, we show that we are united in ensuring no child is ever forgotten.”
SCO encourages schools, organizations, and individuals across Manitoba to participate in the campaign, wear orange shirts, take part in educational activities, and share their support on social media using the hashtag #EveryChildMatters.
SCO also invites everyone to attend the 5th Annual Orange Shirt Day Healing Walk and Pow Wow in Treaty One Territory on September 30. There is no cost to attend. Full details are available on our website.
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The Southern Chiefs’ Organization represents 32 First Nations and more than 87,000 citizens in what is now called southern Manitoba. SCO is an independent political organization that protects, preserves, promotes, and enhances First Nations peoples’ inherent rights, languages, customs, and traditions through the application and implementation of the spirit and intent of the Treaty-making process.
Background
In 2024, SCO’s campaign reached thousands of Manitobans through shirt distribution, events, and social media.
Proceeds from orange shirt sales and donations support Survivor and youth healing initiatives through SCO’s Pathways to Healing Program.
For media inquiries:
Email: Media@scoinc.mb.ca