"One" campaign
UNC-Chapel Hill
Part of UNC-Chapel Hill’s legacy, mission and mandate is to serve the people of North Carolina. Research showed most North Carolinian's had very favorable impressions of the university, but knew little about its contributions beyond the classroom. The university needed to articulate a clear value proposition to the state.
We helped craft the value proposition premised on research, that UNC-Chapel Hill is helping to lead North Carolina into the future. The campaign features real UNC-Chapel Hill students, faculty and alumni hard at work across the state. At the core of our campaign, a series of television spots feature real North Carolinian's who benefit directly from UNC-Chapel Hill’s involvement.
By showing those who benefit, we highlight the university’s contributions in education, economic development and health care throughout the state.
We supplemented the campaign with print advertising that continues the theme of real stories about UNC-Chapel Hill people working around the state. This time, we turned our focus to an academic leader in environmental research and an alumnus with a vision to bring much-needed dental care to underserved patients in North Carolina.
The television and print advertising drive viewers to a campaign micro site where they can learn more about the stories they’ve seen and scroll through a library of others. The site is designed to expand as the university adds new outreach stories to the mix.