Known for decades as a “football school,” The University of Florida asked our team to help change the public perception of the university and push them into the top 10 of US News and World Report public rankings. Over the course of the multi-year #GatorGood campaign, we featured UF researchers making change at a global level and populations impacted by their efforts. We created hundreds of assets, from longform videos to :30 spots, PR content to user submission portals, and a nationwide media campaign to toolkits for reaserchers to spread the work within their own communities.

We also challenged the 400,000 strong Gator Nation and UF’s rival universities to come together and participate in the campaign by pooling efforts or sharing their own stories of impact. The campaign received national attention through support from high-profile Gators, WWE wrestler Titus O’Neil, ESPN anchor Kevin Carter and broadcaster Jenn Brown.

Oh, and I should mention we hit our campaign goal of reaching the top 10 three years early, moving from #14 to #8 in just two years.