Thomas Jefferson probably wasn’t thinking about Heavy when he founded the University of Virginia 200 years ago, but when we partnered with UVA to reinvigorate their community with a 10-year comprehensive campaign, we were certainly thinking about him.
After all, for an institution to survive for centuries, it must adapt. And after generations as a pillar of higher education, UVA had come to believe that they had strayed from the core values of their founding. That, rather than strive for excellence, they must strive for excellence that advances the culture and the community. That they must return to the University’s original mission of serving the state and its students. So we set out to put voice to this core idea: that, for UVA to be great, they must re-commit to doing good.
We launched this message with a PSA and micro-campaign, galvanizing both internal and external audiences to understand, support and rally behind the University’s vision. We then expanded the message with a suite of films that amplify the myriad works and innovations of their full community — showing the good that comes from all of our great works.
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