In honor of Native American Heritage Month, the American Indian College Fund (College Fund) has launched a campaign, “You Can Do Something,” to reframe how Americans understand history, power, and culture, and the choices we have today to honor, respect, and empower Native Peoples. This campaign from Wieden+Kennedy (W+K) Portland is part of the College Fund’s broader visibility efforts, designed to increase awareness of Native culture and provide clear, tangible ways for non-Native audiences to support it.
The campaign kicked off with this :30, “What You Pass On,” on November 1, the first day of Native American Heritage month. The film, which uses real Indigenous students rather than actors, opens in familiar spaces, such as schools, football fields, classrooms, and history displays, juxtaposing what Americans are taught with what is missing from those lessons.
With each visual, an Indigenous voice points out how pride in mascots, presidents, and moments of founding have too often overshadowed Native histories and stories. The film culminates with a Native teacher placing books by Indigenous authors on a classroom shelf. The message is clear: while we can’t choose what was handed down to us, we can choose what to pass on to those around us.
Directed by acclaimed Native filmmaker Christopher Nataanii Cegielski via production company Voyager, with original music and voiceover from Indigenous musician, Black Belt Eagle Scout, the campaign centers Indigenous perspectives not only in message but also in craft, ensuring authenticity at every step of the process. It is also designed to challenge what viewers were taught and to inspire them toward action by driving audiences to Indigenouseveryday.com, an online hub with dozens of ways to take action, like listening to Native voices through music and podcasts, supporting Native food and restaurants, reading Indigenous authors, engaging politically by knowing candidates’ positions, buying from Native-owned businesses, and watching Native-created films and TV. The site makes it clear: while no one can do everything, everyone can do something.
The takeaway for viewers is both sobering and hopeful: America’s history cannot be rewritten, but the choices we make today can help reshape the future. By spotlighting Native culture and resilience, this campaign empowers audiences to participate in everyday acts of respect, visibility, and change.
The campaign will run primarily across digital platforms (YouTube, Instagram, and TikTok), meeting audiences where they consume and share culture, as well as limited CTV. Throughout November, the film will also air on select NFL games through a partnership with CBS, recognizing Native American Heritage Month.
