The rate of deaths among Native Americans from drunk driving is three times higher than any other ethnicity. There has never been a campaign targeting a Native audience on the topic, until now: Save A Life. Save A Nation.
The goal was to not only create a platform for the Native community to fully embrace and take a stand against an issue that has plagued their culture for far too long, but also be able to effectively communicate to the Native youth audience specifically which, as we discovered, had been heavily deprived of any self identity. By teaming up some of the most recognizable and influential figures within the Native American community with one of the most iconic and influential pop photographers of today, Sacha Waldman, we effectively used pop culture as a vehicle to promote these figures as positive role models to the native youth audience.