I would suggest that many of the people the Downie brothers are collaborating with are eligible spokespeople for the cause of reconciliation, given the stories they have to share and their roles in First Nations communities. Even if it doesn't carry water with you, their willingness to partner with these "celebrities" to shine a light on this topic together makes it pretty clear it's a constructive endeavor and not just some holier-than-thou trip from fame-seeking types.