One of our new print PSAs

If I Stay on the Rez

Denver, Colorado - 2006

The Portland advertising agency Wieden+Kennedy's long and unique partnership with the American Indian College Fund hit another milestone recently with the launch of its "If I Stay on the Rez" public education campaign. The campaign, featuring stereotype shattering images of contemporary young Indian scholars alongside impressive educational statistics, is the most recent in a long line of public education pieces designed by the agency, dating back 15 years.

The partnership is one of the most exemplary examples what can be achieved when the private and non-profit sectors collaborate. In the case of the American Indian College Fund's, enlisting the help of Dan Wieden and David Kennedy to promote the accomplishments of the tribal college movement has resulted in an audience of millions being exposed to the mission and accomplishments of the organization, the largest provider of private scholarships to American Indians in the country. With this exposure comes a growing level of awareness of the Fund and the tribal colleges, and growing support.

"We hear it all the time," said Fund President Richard B. Williams. "So many of our donors have come to us after seeing one of our Wieden+Kennedy pieces. They've all been so striking and have really shattered people's misconceptions about Indian people; I think that's why they are so memorable to people. They move people to want to help."

What started with a simple letter asking for help from the fledging Fund in 1990 to Wieden+Kennedy has since evolved into somewhat of a passion for all involved. Both Dan Wieden and David Kennedy have served as members the Fund's board of trustees at one point. They've also traveled across the country visiting the tribal colleges on countless reservation communities and listening to students.

As a result, when the agency has assembled its team to work, mostly pro bono, on American Indian College Fund pieces, they have produced pieces that embody the inspiration felt by its creators. As Lauren Brogan of Wieden+Kennedy explains, "My heart feels more fulfilled that the work we do as an ad agency can affect the lives of American Indians. I love that our work is with the Fund, because they're an organization focused on channeling support for a positive future. The past is heartbreaking, dark and should not be forgotten, but with support, I believe in an incredible future for our country's Native culture."

The new campaign has already been featured in the New York Times Magazine, Oprah, and Time and others along with the accompanying national television and radio public service announcements.

Click here to see our print ads.
Click here to view our television public service announcement.
Click here to hear our radio public service annoucement
Click here to read our interview with Wieden+Kennedy co-founder, David Kennedy.