From the Nominator

To support the "Show Me Renewal" initiative (Mizzou’s plan for the safe and sustained renewal of on-campus activities), the University of Missouri embarked on a campus-wide communications pivot, adapting everything about the way we communicate with students, families, faculty, staff and the wider MU community, to help meet the challenges presented by the COVID-19 pandemic. 

To share Mizzou’s crucial safety plans, campus communicators from the university’s joint office of communications and marketing developed a comprehensive communications and marketing strategy, the #TigersSupportTigers campaign, designed to educate our community on how to be safe and prevent the spread of COVID-19 on campus.

The largest on-campus campaign in university history, #TigersSupportTigers utilized a complimentary array of influential marketing tactics—turning the power of Mizzou’s marketing expertise inward—to help foster a new campus culture of safety and collective responsibility, while reinforcing positive social behaviors to help protect the community at-large. 

Providing clear and consistent messaging for each audience across multiple touchpoints, this cohesive education and marketing campaign made COVID-19 safety part of everyday life at MU—providing guidance, information, support, and resources to our Tigers, while inspiring confidence in Mizzou as an institution that makes informed decisions to keep our community safe.

From the Judges

This was a massive undertaking, requiring coordination among numerous departments. It had a large budget, but was justified in the amount of print signage, as well as the welcome back kits. Their message was consistent, and the aesthetics went hand-in-hand. Among the highlights for us: the Student Success Center window wrap, the sidewalk clings, and the artist-in-residence art installations.