A Lamar Associates Public Service Announcement (PSA) examines the devastating effects of alcohol abuse across Indian Country.
The video created by Red Ant Films—a Navajo-owned, award-winning film and video production company based in Albuquerque, New Mexico—begins by identifying the toxic chemical in alcohol, ethyl alcohol or ethanol, explaining how it enters a person’s bloodstream, wreaking havoc on the body’s organs. It recounts alcohol’s introduction to North America by European colonists in the 1700s, and its spread through the fur trade, becoming “a disruptive force in the traditional social structures of Native peoples.”
