When education is under threat, silence is not an option.
In January 2025, tribal communities, including Native American students and Tribal Colleges and Universities (TCUs), were once again forced to confront threats, funding cuts, and institutional challenges; the very systems meant to support Native education were being destabilized.
With only about 15% of Native Americans having a college degree, systemic barriers to higher education remain painfully real. These obstacles are compounded by overlapping challenges, geography, income, and access to culturally relevant support systems. And when politics amplify those inequities, awareness alone isn’t enough.
We needed to show the strength and endurance of those living through an increasingly hostile climate and prove that Native students don’t just weather the storm, they Defy the Storm.
Rather than speak for them, we elevated their voices as creators and leaders of their own stories. Real Native students, confronting real injustice with honesty, resilience, and pride. Defy the Storm isn’t just representation, it’s authorship.
Our goals were clear:
We chose #IndigenousEveryDay as the # for the campaign to celebrate the pride, power, and presence of Native identity, not just in crisis, but always. We chose Defy the Storm because it’s not just a call to action, it’s a declaration of endurance.
Moving and evolving from the traditional awareness campaign efforts and with the goal of not just advocating for those affected, but also igniting empathy and action, “Defy the Storm” emerged as more than just a message—it became a form of protest. With a strategic fusion of data-driven targeting, powerful storytelling, and a call for collective defiance, the campaign reframed education access for Native students as not just a human right but a moral urgency.
At the heart of the campaign was a deliberate departure from polished PSAs. Instead, we handed the mic to real Native students facing the very threats we aimed to confront, giving them the platform to speak, not be spoken for. Their stories, marked by resilience and cultural pride, transformed the narrative from one of quiet advocacy to unapologetic resistance.
A Strategic Framework Centered on Empathy and Action
Audience Intelligence
Rather than broad general awareness, “Defy the Storm” focused on Social Changemakers+—a highly motivated segment under the age of 60, especially those aged 40–59. These are the people most likely to take action, vote, donate, or influence others. Message testing allowed us to fine-tune emotional resonance and ensure we reached the right people with the right message.
We aimed for an audience who would empathize, understand, and advocate for those who have been, and continue to be, systemically oppressed throughout history. This foundational belief shaped every element of the campaign, including creative, targeting, tone, and timing.
Smart Geographic Targeting
Markets weren’t chosen randomly; they were strategically selected based on where our Social Changemakers+ audience lives, moves, and advocates. Using behavioral and geographic data, we ensured media dollars were invested where they would matter most.
Digital Behavior Strategy
The campaign directed users to a custom-built landing page on IndigenousEveryDay.com, reinforcing the connection between everyday advocacy and urgent policy shifts. Tactics included retargeting visitors from both the College Fund and Indigenous Every Day websites to re-engage and deepen their journey into the Defy the Storm message.
The visual and narrative identity of the campaign was rooted in authentic storytelling. Students didn’t just represent the campaign, they defined it. Through raw and cultural imagery, Defy the Storm broke from aesthetic expectations to deliver something far more powerful: truth.
This wasn’t a PSA. It was a protest. One that challenged audiences not just to watch, but to witness. Not just to understand, but to act.
What began as a response to political threats became a full expression of brand identity. Defy the Storm is not only a campaign—it’s a rallying cry for the American Indian College Fund, embodying the organization’s enduring values of resilience, visibility, and a community-led change.
Defy the Storm was born out of an urgency to confront and counter the escalating threats to Native American education. More than a campaign, it inspired audiences to move from awareness to action.
Through authentic, student-led storytelling, the campaign avoided stereotypes and scripted narratives, focusing on the real voices of Native students and Tribal Colleges and Universities (TCUs). This approach invited audiences to not just learn about the issue, but to feel its impact, and to recognize the cultural, educational, and human cost of political inaction.
The campaign’s impact was measurable and multifaceted:
By centering on those most affected, Defy the Storm humanized the stakes of higher education for Native communities. The campaign challenged viewers to become active allies, whether through donating, advocating for policy change, or amplifying the voices of Native students.
Its success is not only in the measurable results but also in its ability to inspire lasting engagement with the American Indian College Fund’s mission. In a political climate where Native education remains under threat, Defy the Storm stands as proof that authentic storytelling, grounded in community leadership, can drive both visibility and tangible support.
