Overview
The We Care Unit is the living expression of the Al Rashid Foundation of Canada (ARFC): a coordinated ecosystem of compassion, education, youth development, seniors’ care, cultural programming, and community support. Rooted in more than a century of Muslim presence in Edmonton, the We Care Unit reflects the shared work of ARFC’s institutions, the Mosque, the Edmonton Islamic Academy, the Youth Club, the Seniors Society, and community partners.
This framework brings together several major initiatives under one integrated vision, including Indigenous kinship projects, youth engagement, intergenerational learning, and culturally grounded mental health support. ELMA shaped the strategy, narrative, and communications architecture for this ecosystem, ensuring that all programs align with shared values of compassion, justice, cultural safety, and reconciliation.
Summary
The We Care Unit is not a standalone program — it is a unified ecosystem of care. ELMA supported the development of the overarching narrative, core messaging, and visual framing of the Unit, while also shaping four interconnected program streams:
- Seeds of Kinship, Youth Ambassadors Program (reconciliation & youth leadership)
- Stories on This Land, Intergenerational Cultural Exchanges (land-based learning & shared histories)
- The Kinship Project at EIA, Integrating Indigenous Studies into School Life (curriculum, language, and environment)
- Counselling & Mental Wellness Strategy, Faith-Based & Culturally Grounded Support (program design, accessibility, Indigenous principles)
Together, these initiatives form a framework of community care that is culturally responsive, trauma-informed, and grounded in both Islamic values and Indigenous worldviews.
Strategy Snapshot
This project required designing a multi-layered system that connects education, wellness, culture, youth development, reconciliation, and family support into a single coherent structure. The strategy focused on:
- Aligning ARFC’s institutions under one shared narrative of compassion and care.
- Embedding Indigenous teachings and Treaty 6 responsibilities across youth, school, and community programs.
- Designing faith-aligned, culturally safe mental health pathways for families and youth.
- Creating clear storytelling and communications standards for all program components.
- Building partnerships with Elders, Indigenous knowledge keepers, and community organizations.
- Developing presentations, logic models, governance framing, and program roadmaps.
At the heart of the strategy:
Care is not a service, it is an ecosystem. When institutions move together, healing becomes possible.
