Make A Difference:
Western launches national print ads and campaign web site
By Communications staff
August 21, 2009
Readers of six prominent national magazines will soon see advertisements profiling some of the ways Western students, faculty, staff and alumni are making a difference in the world.
A series of six print ads has been developed in conjunction with a new website to help raise Western's profile as the University gears up for the public phase of its campaign to raise $500 million by 2014. The first of the awareness ads -- featuring painter, dancer and Fine Arts alumna Simona Atzori -- is expected on newsstands August 24. Over the the next six months, a total of 31 ads will appear at various times in Maclean's, Canadian Business, EnRoute, Report on Business, Financial Post, and Chatelaine.
"First and foremost, this is an awareness campaign designed to highlight Western's academic strengths and some of the remarkable stories emerging from our campus," says Acting Vice President (External), Helen Connell. "We're aiming to capture people's attention with some provocative questions and compelling images that illustrate how Western is challenging conventional thinking and making a difference on a number of fronts."
The six ads feature stories that cover several Faculties and profile areas of strength identified in the University's strategic research plan. Teaching and research happening in Arts and Humanities, Engineering, Law, Social Science, Ivey Business, Schulich School of Medicine & Dentistry, and Robarts Research Institute are all represented in some form within the ad campaign. The plan is to develop a new series of ads next year.
Connell says one of the biggest challenges in developing these first ads was deciding which stories to tell. She said a lengthy consultation was undertaken with Deans, senior administration, representatives from the Board of Governors, fundraising and alumni relations staff, as well as other members of the campus community to gather and explore ideas. This was followed by focus group sessions with Western alumni in Toronto and London to gauge reaction to the creative concept. The ad campaign was developed in partnership with the University's agency of record, The Marketing Department.
"A lot of people shared a lot of great ideas and thoughtful feedback which really helped guide us through the creative process," says Connell. "It's no small feat to try to represent such a complex and dynamic institution within the scope of six ads, and we are grateful to the many people who took the time to share their views on what makes Western special."
The timing of the ad campaign coincides with the launch of a new website dedicated to publicizing Western's fundraising campaign, which will officially enter its public phase during Homecoming weekend. The site features short videos and other detailed information about the fundraising priorities for each Faculty and School. It will also serve as a source of news and information on the campaign's progress. "Together with the ad campaign, the new website is a key part of a broader communications strategy to illustrate how philanthropy is making a difference in the world through its support of Western teaching and research," adds Connell.
Formal launch of the Make A Difference campaign is set for October 3, when Campaign Chair Geoff Beattie (LLB'84) will join President Amit Chakma and Dean of Engineering Andrew Hrymak to celebrate the grand opening of the Claudette McKay-Lassonde Pavilion -- Western's first LEED-certified "green building." Grant Stirling, Associate Vice-President (Development), says the building opening is a perfect backdrop for the campaign launch. "It's a tangible example of the important role private donations play in combination with public funding to support leading-edge teaching and research in Canada. The pavilion simply would not have been possible without private support, including a $5-million leadership gift from alumnus Chris Lassonde and his family's foundation."
