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Christian conservative group ditches ‘Heritage Alliance’ in rebrand
Family Voice settles on new name after 11-month review
A leading conservative Christian advocacy group at the South Dakota Capitol is rebranding.
The lobbying organization Family Heritage Alliance announced this week its name has been changed to Family Voice.
“As we step into this next chapter of our story, we will speak with added clarity and speak with a strong voice – the Family Voice,” Executive Director Norman Woods said in a statement provided to The Dakota Scout.
Conversations about a potential name change came after Woods and board members received feedback from supporters that Family Heritage Alliance didn’t reflect the mission of the organization — “advocating for faith, family and freedom,” he said, citing a newly adopted motto. Woods also suggested Family Voice is an easier brand to remember.
The organization spent 11 months consulting with focus groups, national advisors and local marketing experts ahead of the switch.
“The Board of Directors is excited for the future of the organization under this new banner, the banner of Family Voice,” Board of Directors Chair Cindy Howell-Washabaugh said. “This new name will enable us to fight from a position of strength as we work to protect faith, family and freedom here in South Dakota.”
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The hardline conservative group has been at the front of a number of high-profile political battles in Pierre in recent years. Woods and the organization helped rally support for a ban on cross-sex hormone for children and preventing males who self-identify as girls from competing in female sports in South Dakota. And in early 2023, Family Voice publicly criticized Gov. Kristi Noem and the Board of Regents for inaction at the time in prohibiting minors from attending drag shows, which resulted in the governor pushing for Woods removal from the organization. The Regents shortly after adopted a minors on campus policy.
The change will go into effect immediately.