PROUD TO BE
The NFL is America's most popular sport. Yet millions of its fans have no idea one of its franchise's mascots is a racial slur. "Proud To Be" sought to right this wrong and remind everyone that Native Americans are people, not mascots. Without initially spending a single media dollar, this film amassed over 3 million views and was picked up by CNN, MSNBC, ESPN, The Washington Post, and, fittingly, the Washington Professional Football team itself.
A short while later, we ran a sixty second version of the spot during the NBA Finals. This reignited the news cycle, garnering even more coverage. Almost immediately, the Washington Professional Football Team lost their trademark. All in all, I couldn't be prouder to have contributed to the cause.
HBO'S LAST WEEK TONIGHT WITH JOHN OLIVER
John Oliver, one of my favorite people, liked our film so much he played the whole thing and followed it with his own version.
HACKED WASHINGTON T-SHIRTS
We took Washington's type treatment and hacked it for protestors at a gane between Washington and Minnesota. Click through for images from the event.
"PROUD TO BE" COVERAGE AND EFFECTS
The response to our film was overwhelming. Here's a sampling of what news organizations around the country were saying.
TAKE IT AWAY
For our follow-up to Proud To Be, we targeted fans of Washington's Professional Football team to let them know that without their team's racist mascot, they'd still have their team and all its great moments.
Because NCAI didn't have any money to produce this, we launched a successful Kickstarter to fund this spot's intensive Flame work.