Ramey Dispels Misconceptions About Choctaw

ATLANTA The Ramey Agency has launched a statewide advertising campaign to educate residents of Mississippi about the more than 9,000 Choctaw Indians living on a reservation in the state, the agency said.

The work includes print and radio ads that address the misconceptions about the Native Americans and give facts about the tribe, known as the Mississippi Band of Choctaw Indians, which live on a 30,000-acre reservation in the east central part of the state.

The campaign adds the tagline “Respect tradition. Embrace tomorrow” to the tribe’s existing logo and emphasizes the group’s high-tech and hospitality industries as well as its healthcare and education facilities.

“Our campaign goal is to consistently, proactively and effectively convey the story of the tribe to the public and eliminate a history of misperceptions built on stereotypes,” said Phillip Martin, the tribe’s chief.

The ads use stereotypical terms, such as “wampum” and “teepees,” to get the attention of readers and listeners, then points out the economic and social impact the tribe has on the state, said Wes Williams, group creative director at Ramey. The tribe operates two casinos and a resort on its reservation.

“The strategy in using these non-traditional Choctaw words is to grab the attention of the non-Choctaw reader,” Williams said. “We can then correct these misperceptions with factual information about the tribe’s history and culture and thus educate other people in Mississippi as to the positive economic impact the Choctaws are having on the state.”

The independent Jackson, Miss., shop acquired the account without a review. Spending on the campaign was not disclosed.