"In autumn 2020, the university was preparing to welcome back students and faculty to campus for hybrid, in-person learning. To do that safely, the university enacted the UChicago Health Pact: a pledge to be taken by all students, faculty, and staff to abide by guidelines to keep our community members safe. Of course, how do you engender trust and compliance without being authoritarian?
At the University of Chicago, the answer is simple: data. We are a community of rigorous scholars who believe in evidence over opinion. Fact over fiction. We wanted to influence and suggest, but with the respect for the dignity and intelligence we know our community possesses. At the end of the day, everyone has their own reasons for masking, keeping six feet apart, and limiting exposure. That's why we came up with a campaign that celebrated the hard data and allowed for buy in from our university influencers and community, from our leadership to some of our Nobel prize-winning faculty.
The result was a successful campaign that resonated with our audience and gained buy in across our institution. Our COVID dashboard is the most reliable indicator of success because we were able to keep our infection rates at a relatively low level. Of course, it's not all thanks to the campaign, but we are proud of the part we did play...because we're all in this together."
From the Judges
Data-focused, eye-catching, and engaging. This campaign strategy spanned multiple channels and effectively worked with influencers and toolkits to customize their message for different audiences.
