The University of Maryland publicly launched its Forward campaign during Homecoming week, but we needed to introduce the campaign to students. Through a division-wide effort, we created a mobile art installation of our Forward campaign wordmark, with letters standing 6-feet high. The installation moved to a different key campus location daily, and each morning from Nov. 3 to 6, there were clues posted on social media indicating where on campus the letters were for the day. Accompanying the letters were daily student activities. Students could complete a daily challenge (UMD trivia, puzzles) for a chance to win one of five $1,000 awards funded by a trustee member. Additionally, a social media component encouraged students to share photos and videos with the Forward campaign letters. Uploading a selfie with their daily puzzle entry gained each student an extra entry into the award drawing. All students who visited the installation and participated in the activity received a special campaign-branded giveaway. By the end of the four days, we had over 2,800 submitted entries, with more than 1,000 students participating. We also had nearly 700 selfie submissions, over 10,000 website views, and nearly 300,000 social-media post impressions.
From the Judges
We felt that this entry was well deserving of its award, with a ton of demonstrated work and research. It's a way to build on-campus memories while benefiting the future. The initiative was compelling and creative, and the reach was phenomenal.
