Our Values

  • Public and worker safety is the reason we do this work. Safety should be the first consideration in any response and/or preparedness planning. Communicating actionable information to people in crisis is key to keeping people safe.

  • Our work is grounded in a service to the public. We achieve success by putting the needs of others first. We build strong, trust-based relationships and keep humans at the centre of our problem solving.

  • Every detail matters when it comes to public safety. We listen attentively, respond promptly, and tailor our approach to meet the unique needs of your community. Whether it’s a complex project or a quick consultation, you’ll always have our full focus.

  • Continuous improvement is at the core of our work. We embrace an iterative process, refining products, strategies and plans through experience and feedback. We adapt to new challenges, ensuring that our solutions are always relevant and effective

  • In the face of complexity, we strive for clarity. We distill the intricate world of digital crisis communications into actionable, understandable steps. Our goal is to make things straightforward and accessible, empowering you with the knowledge and tools you need.

  • Our strategies are backed by the latest research and best practices in crisis and risk communications. We stay at the forefront of industry advancements, integrating evidence-based insights into every project. By leveraging data and proven methodologies, we deliver solutions that work.

Our Why

We started Thuja Resilience because we believe protecting public and worker safety means empowering people in crisis with the knowledge to take the right protective actions. Today’s digital information environment on social media and the web is louder and scarier than ever. First Nations and local governments need to build and maintain a trusted, timely, and accurate voice that cuts through the noise and gets clear information to the people who need it most. Crisis and risk communications research has shown clear delineations between the right ways and the wrong ways to reach people experiencing an emergency. We apply the best practices from that research, in combination with our values (see above), to help you keep your people safe and healthy.

Our Name

Are you wondering about our funny-sounding name (pronounced “Thoo-juh”)? The word is important to us. Here is why:

“Thuja” is a new Latin word, first used in 1738, meaning “a genus of evergreen shrubs and trees of the cypress family that are native to North America, having flattened branchlets with closely overlapping scalelike leaves.” The genus is commonly known as cedar, including thuja plicata, the Western Red Cedar.

Here on the Pacific Coast of Canada, cedar has long been symbol of strength and revitalization. The deep respect for cedar is a rich tradition that spans thousands of years and continues to be culturally, spiritually, and economically important.

We think of the cedar tree as a symbol for safety and shelter. Our home is surrounded by several mature cedar trees. They shield us from heavy coastal rain, and give habitat to native birds and bats for us to admire.