Modern and Vintage Public Service Announcements: Indigenous and Archaeological Perspectives

Stewardship of the land isn’t some new-fangled idea—it has been around since time immemorial. It is also the cornerstone of SaveHistory.org’s campaign to eliminate archaeological resource crime from Tribal and federal lands. With this in mind, the team at SaveHistory.org combed YouTube to find out how similar campaigns tried to reach the hearts and minds of the public through video. 

To our surprise, much of what we found dated to the early 1990s, just after the Archaeological Resources Protection Act was amended. Perhaps less surprising (yet more disappointing) is the lack of Indigenous voices included in these early outreach efforts, despite the outsized negative impacts these crimes have on Indigenous people.

Some earlier efforts are worth revisiting, even if only for their entertainment value. But please be aware: Many of these videos use archaic and potentially offensive language and historicize or erase living Indigenous people.  If you prefer to skip right to the recent examples, scroll down to “Native American Perspectives.” All videos have a content warning included at the bottom of the description. 

We managed to find a good mix of old and new videos in our search. Despite the antiquated language and imagery of the more dated PSAs, the spirit of stewardship and responsibility remains strong. 

Our film critics include Archaeology Southwest staff Skylar Begay, Shannon Cowell, and Anastasia Walhovd. Each member of the team rated 3 to 4 videos with the rating system below. 

• • Threat Appeal: Yes/No
  • Moral Appeal: Yes/No
  • Culturally Sensitive/Appropriate: X/10
  • Entertaining Vibes: X/10
  • Comprehensive message: X/10 

But what kind of rating system is this? What the heck is threat and moral appeal? Good questions! We’ll be frank: None of us have ever written anything that has made it on to Rotten Tomatoes, so take our film critique abilities with a grain of salt. But we do all have experience communicating with the public about archaeology and centering Indigenous perspectives on archaeological heritage. Our rating system focuses on what we think is important for communicating effectively to inspire change. 

 

How Do We Inspire Change?

What makes someone stop and think twice before damaging an archaeological site? We believe it starts with the right message. By using principles from psychology, we can think about how moral appeals and threat appeals guide visitors to make better choices at archaeological sites.

Let’s break down the two main approaches.

 

Moral-Appeal Message:

This type of message encourages visitors to take personal responsibility by appealing to their sense of right and wrong. It reminds them to act ethically and protect cultural heritage for future generations. These messages aim to inspire people by showing the importance of preserving these sites and how their actions can prevent harm.

 

Threat-Appeal Message:

This strategy tries to stop harmful behaviors by warning about the consequences, like legal punishments or damage to the environment. These messages highlight what could be lost, both for the visitor (being fined) and the site (permanent damage). The goal is to make people think twice about their actions.

Have you ever seen a sign at a park that states the exact penalties for breaking the law? That’s threat appeal messaging. On the flipside, moral appeal messaging encourages you to protect places and be a good steward. These two types of signs are effective in different circumstances, depending on the situation. Which one do you think you would respond better to? 

You can learn more about archaeologist Matthew Podolinsky’s important research on moral and threat appeal messaging in this video: 

Reducing Depreciative Behaviors at Rock Art Sites

 

Nineties Nostalgia

Sherdy the Storyteller (1993) – First off, we have to give a shout out to our colleagues at the Arizona State Museum (ASM) who initially shared this video with us. We enjoyed a good laugh with them while watching the video, and it spurred the idea to review other PSA videos regarding archaeology from the recent past. So, thank you ASM friends! 

Sherdy, a stop-motion animated ceramic sherd (in American English, a shard is broken glass; a sherd is broken pottery) shares its life story from creation until being dropped and then found by a curious kid. It’s heartfelt, earnest, and feels a little bit like an early ’90’s fever dream. This particular public service announcement uses moral appeal messaging—the video is appealing to the viewer to do the right thing because it’s the moral thing to do. 

Sherdy’s purpose as a piece of broken pottery is to tell the story of the past, and he is adamant that he should not be removed from where he fell when the pot he was a part of broke. He insists that when archaeological material of any kind is removed from its context, it is very difficult—sometimes impossible—for an archaeologist to pull any useful information from the artifact. It’s like trying to put together a jigsaw puzzle but you don’t have half the pieces! These artifacts altogether tell the deep story Indigenous Peoples across the country, and aren’t just “old indian stuff” as the video puts it, so please leave things where they are and as they are as you explore landscapes. 

It is interesting to compare Sherdy to a new storyteller from a more recent campaign called Respect.Connect.Protect whose name is Spokespebble! You can see what he has to say at https://www.respectconnectprotect.org/.

(Warning – This video uses archaic and potentially offensive language and imagery that historicizes or erases living Indigenous people.)

• • Threat Appeal: No
  • Moral Appeal: Yes
  • Culturally Sensitive/Appropriate: 6/10
  • Entertaining Vibes: 10/10
  • Comprehensive message: 10/10 

 

Teenage Mutant Ninja Turtles and the Cliffs of Mystery (1990s) – The TMNT fight looting ninjas and celebrate their victory with a pizza delivery to their remote campsite. We’re amazed the producers had a budget for licensed characters. We appreciate that the spirit of the video is stewardship, but the title “Cliffs of Mystery” is not our favorite. It associates archaeological sites and, by extension, modern Native Americans, with whimsy and fantasy. We’d rather have all associations of Native Americans rooted in reality. 

Additionally, if you ever see ninjas actively looting an archaeological site, leave to a place of safety and call 911 rather than attempting to karate chop them. Looters and vandals are often associated with other criminal activity, including trafficking of guns, drugs, and money laundering. Don’t get yourself into a dangerous situation—find a place of safety FIRST. Nonetheless, we appreciate and thank the Teenage Mutant Ninja Turtles and Splinter for doing their part to be good stewards of the land and share this message with their fans. (Warning: This video uses archaic and potentially offensive language and imagery that historicizes or erases living Indigenous people.)

• • Threat Appeal: No (But yes? Gray area! They get rid of the looters TMNT-style, but they don’t explain the real-life legal repercussions of looting.)
  • Moral Appeal: Yes
  • Culturally Sensitive/Appropriate: 3/10
  • Entertaining Vibes: 10/10
  • Comprehensive message: 7/10 

 

Bureau of Land Management Hip-Hop (1990s) – A danceable mission statement and history of the Bureau of Land Management. This funky- fresh PSA focuses on the mission of the Bureau of Land Management and archaeological site protection gets a brief callout at 0:55. This does not feature a strong appeal to protect archaeological sites, but we couldn’t resist sharing anyway. It’s a bop!

• • Threat Appeal: N/A
  • Moral Appeal: N/A
  • Culturally Sensitive/Appropriate: 5/10
  • Entertaining Vibes: 10/10
  • Comprehensive message: 0/10 

 

Law and Order

Clint Eastwood Take Pride in America PSA (1990s) – “Bad guys abuse public lands. Good guys save it.” This particular PSA brings new meaning to threat appeal messaging–a looming Clint Eastwood calls looters “clowns” and openly displays his disappointment in those who abuse public lands. Want to abuse public lands and steal artifacts from cultural sites? Go ahead, make Clint Eastwood’s day. 

• • Threat Appeal: Yes
  • Moral Appeal: No
  • Culturally Sensitive/Appropriate: 0/10
  • Entertaining Vibes: 10/10
  • Comprehensive message: 2/10 

 

Senator Barry Goldwater Public Service Announcement on Cultural Ruins (1988) – Former Arizona senator urges reporting of cultural resource crimes. As Indigenous people, we (Anastasia & Skylar) have a tough time with this PSA, because of how blatant the erasure of living Indigenous people is. Despite the difficulties we have with the language, Goldwater succinctly shares the sentiments behind the Archaeological Resources Protection Act 10 years after its passage. His declaration of “we want this law enforced and we want your help,” still rings true today. 

Going back to the language used, we discourage using phrases like “the only evidence we have of these people who lived here thousands of years ago are the ruins that they left.” This phrase is problematic for a few reasons:

1. Archaeological sites, referred to in the video as “old Indian ruins,” are not the only evidence that Indigenous Peoples have lived on the land that now makes up this country. That’s because there are Tribal Nations, communities, and people living all across the country today! 

2. The term “ruins” gives the impression that these sites are abandoned, when in reality they are considered sacred sites that Indigenous Peoples maintain deep connections with through  visitation but also through story, oral histories, and song. 

3. The term “Indian” is used to refer to Indigenous Peoples in this video. This term has a specific definition in Federal Indian Law, and we encourage readers to ask their Indigenous colleagues and friends if they are comfortable being referred to as an “Indian,” as personal preferences differ from person to person. 

Our own PSA: Anytime you hear stereotypical “Native Flute” music in a video, you should be wary!

(Warning – This video uses archaic and potentially offensive language and imagery that historicizes or erases living Indigenous people.)

• • Threat Appeal: Yes (though Mr. Goldwater could have been more specific)
  • Moral Appeal: Yes
  • Culturally Sensitive/Appropriate 3/10
  • Entertaining Vibes 4/10
  • Comprehensive message 8/10 

 

Protecting BLM Archaeological Resources: Ted Danson Public Service Announcement – (1987) Did you know Ted Danson’s dad was an archaeologist? Me either! Ted Danson shares how his upbringing has given him a special appreciation of cultural sites in the United States. Overall, we think this video has a good, clear message, but the language does not match what we would use today. The SaveHistory.org team is made up of archaeologists and law enforcement who have been working in archaeological resource crime for many decades. One of our archaeologist partners helped write Ted Danson’s script! At the time, “relics” and “Indian ruins” were the easiest ways to communicate the concept of “artifacts” and “archaeological sites” to the general public. How we talk to the public about archaeological resource crime and protecting archaeological sites has changed over the years with more input from Indigenous communities. In a way, this video is a “relic” of its time. (Warning – This video uses archaic and potentially offensive language and imagery that historicizes or erases living Indigenous people.)

• • Threat Appeal: Yes (mild and unspecific)
  • Moral Appeal: Yes
  • Culturally Sensitive/Appropriate: 5/10 (Docked for the flute music and archaic usage of “Indian ruins” and “relics”)
  • Entertaining Vibes: 3/10
  • Comprehensive message: 10/10 

 

Helluva Way to Treat a Soldier, robbing a Buffalo Soldier’s grave in NM (2009) – Theft of burials doesn’t only affect Native Americans. Historic cemeteries associated with the military are often targets, as well. We appreciate how Buffalo Soldier reenactors were involved in the production, but wish the perpetrator had faced consequences for his gruesome actions. You can learn more about this story in the full 60-minute documentary produced by the Bureau of Reclamation. (Human Remains Warning – This video displays images of human remains.)

• • Threat Appeal: Yes
  • Moral Appeal: Yes
  • Culturally Sensitive/Appropriate: 7/10
  • Entertaining Vibes: 7/10
  • Comprehensive message: 7/10 

 

Native American Perspectives

Visit with Respect with the Pueblo of Acoma (2009) – Filmed at Canyons of the Ancients National Monument and the Pueblo of Acoma, this video features five Native Americans of different generations and affiliations talking about their connections to Ancestral cultural sites and ways to visit with respect. A highlight for Anastasia is the song Rose sings, sharing the connection to these places that her great-grandmother used to sing. “Visit with joy and an open heart. And above all, visit with respect.” 

• • Threat Appeal: No
  • Moral Appeal: Yes
  • Culturally Sensitive/Appropriate: 10/10
  • Entertaining Vibes: 8/10
  • Comprehensive message: 10/10 

 

Paiute Petroglyphs Vandalized (2012) – The Bureau of Land Management Bishop Field Office and Bishop Paiute Tribal Historic Preservation Officer Raymond Andrews share perspectives on the theft and vandalism of 3,000-year-old rock imagery in this video from the Los Angeles Times. A particularly impactful quote sums it up well: “Sadly, whatever they [the thieves] gain from it, is far less than the damage they’ve done to the site.” Well said.   

• • Threat Appeal: Yes ($1,000 reward for information about suspect!)
  • Moral Appeal: Yes
  • Culturally Sensitive/Appropriate:10/10
  • Entertaining Vibes: 2/10
  • Comprehensive message: 5/10

 

Saving the Sacred (2020) – This PBS-produced documentary describes the relationships that two Tribal Nations, the Koi Nation and the Habematolel Pomo of Upper Lake, cultivated with the county and local sheriff’s department to protect cultural sites around Clear Lake in northern California. This documentary shares perspectives from Tribal members, community members, a local archaeologist, and law enforcement officials. 

Some of the other PSA’s in this blog are very short and don’t include Indigenous perspectives from Indigenous persons themselves. This video does a great job of including both nuanced history and context along with Indigenous voices, and that is a great improvement we hope to see more and more going forward. More than that, it also shows the everyday lives of Indigenous Peoples in America today, and shows people something very simple but profoundly important. We are still here and we are fighting to reconnect with tradition, land, language, and culture.

This documentary does a great job humanizing the issue of archaeological resource crime and introduces the fact that not only are artifacts dug up and stolen, but so are Indigenous Peoples’ Ancestors. The video connects these types of crimes to graves at the Arlington National Cemetery being dug up, asking viewers, “How would this make you feel?” This moral appeal, in our experience, has been most effective in relaying how we as Indigenous Peoples feel about the theft and desecration of our heritage and ancestry. It does a great job of telling people something I try to do in my daily work, which is that archaeological sites are the farms, ceremonial grounds, hunting grounds, medicinal gathering grounds, sacred lands, and homes of people. We encourage you to treat archaeological sites as though you are a guest in another person’s home, because you are. 

• • Threat Appeal: Yes 
  • Moral Appeal: Yes
  • Culturally Sensitive/Appropriate 10/10
  • Entertaining Vibes 10/10
  • Comprehensive message 10/10 

 

CBS News: FBI seizes stolen artifacts and thousands of bones from Indiana home (2019) – We’re glad to see national news covering this important story. But it’s unfortunate how they paint Miller (the perpetrator) in such a positive light at the beginning of the video. Miller admitted that much of his gigantic collection was illegally obtained. But because he agreed to allow the FBI to seize the stolen items, he never faced charges, despite having over 500 sets of human remains and thousands of belongings in his possession. The Save History team spoke with Pete Coffey–One Feather, the former Tribal Historic Preservation Officer for the Mandan, Hidatsa, and Arikara Nation, about this issue in our blog, Repatriating Ancestors From a Missionary’s Basement. (Human Remains Warning – This video displays images of human remains.)

• • Threat Appeal: No (unfortunately!)
  • Moral Appeal: Yes
  • Culturally Sensitive/Appropriate: 9/10
  • Entertaining Vibes: 0/10
  • Comprehensive message: 5/10

 

Conclusions

At SaveHistory.org, we strive to apply the lessons from these PSAs to modern advocacy efforts. Our projects focus on centering Tribal perspectives and using moral appeal messaging to inspire action. We use threat appeal messaging sparingly and with careful intention. We believe everyone is a steward of this beautiful land, sharing the responsibility to protect and preserve it for future generations to cherish.

We’re honored to share a few examples of our collaborations so far:

• Save Indigenous History: An Activity Book for Children
• White Mountain Apache Perspectives on Protection and Healing at Ancestral Sites
• Save History’s YouTube Channel (Check out our Ojibwe Word of the Week shorts!)

We have also shared several of Visit with Respect’s videos in the past year because of how well they communicate the values behind protecting sites and the clear guidance they provide. The Visit With Respect campaign promotes 20 key tips to help visitors experience heritage places respectfully and ensure future visitors can share in the same experience. Here are some of Visit With Respect’s videos that share clear messages about how to be a good steward. 

Avoid Building Cairns Camp & Eat Away from Archaeology Dogs & Archaeology Don’t Mix Guide Children Through Sites Historic Artifacts Aren’t Trash

Use Rubber-Tipped Poles Leave Cultural Belongings Where They Are Pack Out Your Poop Refrain From Grinding Ancestral Slicks Steer Clear of Ancestral Structures

The last video we’d like to share, while not exactly a PSA, comes from the YouTube channel Crash Course. This video is titled “The Real Impacts of Archaeology on Native America”. It is part of a series of educational videos on Native American History. The video does a great job of succinctly covering the dark history of anthropology and archaeology in America. It also provides an idea of how Tribes today are healing from that trauma, finding new ways to move forward in collaboration with archaeologists, and working to have stolen belongings and Ancestors returned home. The host of these videos is Che Jim, an Indigenous activist and content creator who uses comedy and humor to educate and advocate. The other videos in this series are also great resources and are still being released as of this blog post’s publishing, so go watch! 

• • Threat Appeal: No
  • Moral Appeal: Yes
  • Culturally Sensitive/Appropriate 10/10
  • Entertaining Vibes 10/10
  • Comprehensive message 10/10

As Splinter of the Teenage Mutant Ninja Turtles says, “Stewards are guards of our great cultural resources, our heritage.” Be like Splinter and the Teenage Mutant Ninja Turtles: Be good stewards of the land and cultural resources! 

 

So, how did we do? Do you agree with our ratings?

Do you have more video suggestions you’d like us to review? 

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