Challenge: Overall public sentiment about higher education has been in decline across the U.S. There is a perception that universities are elitist and out of touch with the real world. Many Michigan residents do not understand the value of the University of Michigan or how it benefits the state and their lives directly. Solution: The University of Michigan office of the vice president for communications developed a compelling video storytelling campaign featuring Michigan residents who have benefited from U-M education, health care, outreach or research. Each video features the beneficiaries’ unique perspective/voice to demonstrate the impact of various U-M efforts. This video, “Providing Camps for Kids with Conditions,” tells the story of how U-M is helping children with serious medical conditions gain independence and experience the joys of summer at North Star Reach Camp in Pinckney, MI.
From the Judges
Great, informative video that shows the impact of the university at a local level. Built well for use on social media with text over video, this is compelling content and a multi-use video that talks impact.
This is Michigan | Providing Camps for Kids with Conditions
