Indigenous People are the Future
Indigenous people are not just a part of history, they are the future. Right now, 42% of American Indians are 24 years old or younger. With your support, we can help the next generation of indigenous leaders forge their own unique paths to a brighter future and stronger communities.
At the center of one of College Fund’s major campaigns is a staggering statistic—less than 1 percent of college students are American Indian. The College Fund joined forces with longtime partner, Portland-based advertising agency Wieden+Kennedy, to create a public service announcement to increase enrollment.
- The campaign shows how to help more American Indians go to college.
Cheryl Crazy Bull, President and CEO of the College Fund, said, “We are in the business of ensuring that American Indian students are able to use modern tools to build better societies in their communities and in the United States. A college education is a critical tool we can help students access. Our new campaign bridges the traditional world of the students we serve with that of contemporary society, in a respectful way to Native cultures while giving the public a glimpse of our students. Startling statistics deserve a creative approach to drive the message home. We are particularly appreciative of our long relationship with Wieden+Kennedy that resulted in this exciting and beautiful campaign.”
The campaign includes a 30-second animated television spot from director Chel White and Bent Imagine Lab. Inspired by Native beadwork, the film uses stop-motion and computer-generated rendering of beads in motion. Music was provided by rock artist Neil Young.
“We wanted to take a modern approach to traditional American Indian beadwork,” said Patty Orlando, Art Director at Wieden+Kennedy. “We spent a lot of time looking at the incredible photo-realist bead pieces created by Marcus Amerman (a member of the Choctaw Nation of Oklahoma and American Indian college graduate) and were immediately drawn to his complex and visually striking imagery.”
Amerman created American Indian student portraits for the print campaign. Each portrait features more than 18,000 tiny beads hand-stitched by the artist. The beadwork in the television, print, and digital campaign works to raise awareness for the College Fund. The campaign includes the new tagline “Education is the answer” to inspire people to help American Indian college students get a college education.