In recognition of Native American Heritage Month, the American Indian College Fund has launched a new campaign, “You Can Do Something,” to reframe how Americans understand history, power, and culture, and the choices we have today to honor and empower Native peoples. The campaign is designed to increase awareness of Native culture and provide clear, tangible ways for non-Native audiences to support it.

The campaign kicked off November 1 with the launch of the 30-second film, What You Pass On, the first day of Native American Heritage Month. The film uses real Indigenous students rather than actors and opens in familiar spaces, such as schools, football fields, and history displays, juxtaposing what Americans are taught with what is missing from those lessons. 

An Indigenous narrator points out how pride in mascots, presidents, and moments of founding have too often overshadowed Native histories and stories. The film culminates with a Native teacher placing books by Indigenous authors on a classroom shelf. The message is clear: while we can’t choose what was handed down to us, we can choose what to pass on to those around us.

Directed by acclaimed Native filmmaker Christopher Nataanii Cegielski, with original music and voiceover by Indigenous musician Black Belt Eagle Scout, the campaign centers Indigenous perspectives and authenticity at every step of the process. It is designed to challenge what viewers were taught and to inspire them toward action by driving audiences to Indigenouseveryday.com, an online hub sharing dozens of ways to take action, like listening to Native voices through music and podcasts, supporting Native food and restaurants, reading Indigenous authors, buying from Native-owned businesses, and watching Native-created films and television shows.

The takeaway for viewers is both sobering and hopeful. America’s history cannot be rewritten, but our choices today can reshape the future. By spotlighting Native culture and resilience, this campaign empowers audiences to participate in everyday acts of respect, visibility, and change.

The campaign will run primarily across digital platforms (YouTube, Instagram, and TikTok), as well as limited CTV. Throughout November, the film will also air during select NFL games through a partnership with CBS, recognizing Native American Heritage Month. The campaign will include out-of-home and social-first advertising campaigns.