The NCAI wanted to raise awareness of their battle with the Washington Redskins to change their name. Our Insights division revealed that American Indians referred to themselves using many different names, but never Redskins. Our Content division used this insight to create the #ProudToBe campaign, highlighting American Indian culture and pride with a television commercial that shed light on the offensive team name. Our Media team strategically placed a Super Bowl television spot to ensure the NCAI message reached the right audience at the right time. The commercial was uploaded to YouTube where it now has over 5MM views.