The Fireweed Project
Hope Grows Here.
A Yukon-wide community initiative celebrating connection, resilience, and hope in recognition of Suicide Awareness Week.
Every September, communities across the Yukon come together to create spaces where people feel seen, valued, and connected during Suicide Awareness Week.
The Fireweed Project is more than a week of events—it's an invitation to strengthen our communities through conversation, creativity, learning, and simple acts of kindness.
Inspired by the fireweed flower, one of the first plants to bloom after the landscape has changed, the project reminds us that hope can grow, even after difficult seasons.
Why Fireweed?
Fireweed has long been recognized as a symbol of resilience, renewal, and new beginnings.
Just as the flower returns after the landscape has changed, communities have the ability to heal, grow stronger, and support one another through life's challenges.
For each person, Fireweed may represent something different.
Hope.
Healing.
Resilience.
Remembrance.
Community.
Someone they love.
Whatever Fireweed means to you, you're invited to help it grow.
What Happens During the Fireweed Project?
All Yukoners are encouraged to participate by wearing a fireweed coloured bracelet or fireweed pin to show connection and strength in community. Local businesses and organizations will be selling pins and holding crafting events.
Communities across the Yukon are invited to participate in activities that encourage connection, learning, creativity, and belonging.
Every community is encouraged to make the project their own.
Community Conversations
Throughout the week, individuals, organizations, schools, workplaces, and First Nations are encouraged to host conversations that strengthen connection and reduce stigma.
Every conversation matters.
Community Beading Circles
Join a community beading group to create handcrafted Fireweed pins while sharing stories, learning from one another, and building relationships.
These gatherings are about much more than making pins—they're about creating space for connection.
No experience is necessary.
Everyone is welcome.
Share Your Fireweed Story
What does Fireweed mean to you?
For some, it's a story of resilience.
For others, remembrance, gratitude, hope, or community.
Throughout the project, we invite people to share what Fireweed means to them through writing, artwork, photography, conversation, or simple acts of kindness.
Every story helps strengthen our community.
Community Outreach
Aurora Wellness Foundation works with communities across the Yukon to support locally driven wellness workshops, activities, and events throughout Fireweed Week.
Each community brings its own ideas, traditions, and strengths to the project.
The Fireweed Collection
The Fireweed Collection is one way people can support the project while sharing hope with others.
Featuring handcrafted and locally inspired items—including Fireweed pins, Fireweed jelly, beading kits, and other meaningful gifts—the collection encourages simple acts of kindness that remind people they matter.
Every purchase helps support Aurora Wellness Foundation and future Fireweed Project initiatives.
How You Can Participate
There are many ways to be part of the Fireweed Project.
You can:
Wear a fireweed bracelet or pin in solidarity. Gift one to someone to let them know they are loved, appreciated, and important.
Join a beading circle
Share your Fireweed story
Volunteer
Bring the project to your school or workplace
Host a community conversation
Share something from the Fireweed Collection
Become a business or community partner
Support Aurora Wellness Foundation
Every act of participation helps hope grow.
This Year's Fireweed Project
September 6–13
Highlights include:
Community workshops
Community conversations
Beading circles
Business Passport activity
Outreach events
Partner activities across the Yukon
Volunteer opportunities
Hope Grows Here
The Fireweed Project belongs to all of us.
It's a chance to celebrate resilience, strengthen relationships, learn from one another, and create communities where people know they are valued during the month of September to acknowledge Suicide Awareness week and grow hope and community.
Whether you attend one event or many, wear and gift a bracelet or pin, share your story, volunteer your time, or simply start a conversation with someone who needs it, you are helping build a Yukon where hope continues to grow.
Join us this September.