Ad Campaign Aimed at American Indians

Aug 15th, 2003 | By | Category: 15-1: Indigenizing Our Future, Tribal College News

“Native pride. My anti-drug,” announces the first media anti-drug campaign aimed at Native Americans. The television and print ads have featured Lummi, Warm Springs, Laguna, Acoma, Yakima, and Blackfeet children with a parent or grandparent. The federal agency that pays for the campaign hopes the evocative ads will steer American Indian youth away from substance abuse.

“This campaign grew out of the recognition that we were not reaching communities that have been enormously hit by substance abuse,” National Drug Control Policy Director John P. Walters said at the Albuquerque Indian Center in late January 2003, according to an AP report in the Navajo Times. Walters visited New Mexico to spotlight the advertising campaign launched by his office and designed by G&G Advertising in Albuquerque to promote drug prevention in Indian country.

Michael Gray (Blackfeet/Chippewa/Cree), president and creative director of G&G, was instrumental in getting the White House Office of National Drug Control Policy to accept the project. Gray’s firm has also done work for the American Indian Higher Education Consortium, the American Indian College Fund, and the Tribal College Journal. Ads designed by Gray’s firm have appeared regularly in TCJ.

Gray said his staff designed the ads to focus on the strength of Indian families, communities, and traditions and their role in preventing drug use. For more information see

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