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A California American Indian tribe has launched an ad campaign against the Washington Redskins' name.
The Yocha Dehe Wintun Nation aired a television ad Monday during halftime of Game 3 of the NBA Finals. The 60-second spot, a version of the National Congress of American Indians' "Proud to Be" ad, appeared in seven major markets – Chicago, Dallas, Los Angeles, New York, Sacramento, San Francisco and Washington, D.C. It also aired in Miami during halftime of Game 2.
Tribe Chairman Marshall McKay and Secretary James Kinter said the tribe hopes to use the campaign, called Change the Mascot, to help drive the conversation on racism and racial slurs used in the team's name.
"The R-word is as derogatory a slur as the N-word," McKay said in a YouTube post. "When this name first came to be, it was a vehicle for people to bring the victims of violence into an office so they could collect a bounty. I think the Change the Mascot campaign will shed some well-deserved light on the trauma and the disadvantaged people on reservations and throughout the country that are Native American that really haven’t had this opportunity to talk about the pain and the anguish that this kind of racism puts us through."
The Redskins' name recently has been the focus of debate. Team owner Daniel Snyder has previously said the name is a "badge of honor."
The Cox Media Group National Content Desk contributed to this report.