RAPID CITY, S.D.–Black Hills Federal Credit Union has released its first television commercial voiced completely in the Native-American language of Lakota.
The credit union said the spot promotes BHFCU’s mission statement, “We Improve Lives.”
According to the Credit Union Association of the Dakotas, producing the commercial, titled “Tiospaya Wicasa,” was a unique opportunity for BHFCU to collaborate with the Lakota Language Consortium to promote South Dakota’s cultural heritage. The Consortium is dedicated to preserving the Lakota language and culture for future generations.
“The commercial relays an important message about the value of family, culture, tradition, and community here in South Dakota,” Carol Brown, vice president of marketing and business development at BHFCU, told the CUAD. “These are principles we embody here at BHFCU, and we’re proud of South Dakota’s unique cultural heritage and traditions.”
The CUAD said that is especially true on the Cheyenne River Indian Reservation where BHFCU has had a member service center since 2012, according to Brown. By offering employees cultural training opportunities, promoting civic engagement and embracing the cultural diversity of BHFCU’s members, the credit union has been able to make significant connections in the Native American community, she said.
“We’re passionate about serving our members and communities, working to improve lives and engage all South Dakotans,” Brown told the CUAD. “This commercial is one of the ways were able to do all of those things, and we hope it resonates with everyone who sees it.”
Produced alongside Jackalope, a Rapid City-based marketing and communications firm, the commercial is a central component of BHFCU’s TV campaign, which recently won two gold and three silver awards from the American Advertising Federation of the Black Hills. The campaign also earned the prestigious 2016 TOMMY Award Best of Show for Elements of Advertising – Cinematography.
The “Tiospaya Wicasa” commercial and other television spots from the campaign are currently running on both local and cable stations across South Dakota, the CUAD said.