• by Larissa Faw , September 9, 2014

The University of Florida is well-known for its athletics, academics and campus life, but now the university is shifting the focus away from the University of Florida (UF) itself to the world of change that the Gators are inspiring.

Developed by branding and creative services agency 160over90, the "For The Gator Good" explores University of Florida student, staff and faculty research endeavors, spanning natural disasters, water pollution, and health education. It charts leading agricultural developments, medical advancements, and social changes.

The campaign includes national television spots, an extensive campaign Web site and strategically placed digital, print and out-of-home advertisements, and runs the course of the 2014-2015 academic year. UF's last branding initiative was almost a decade ago. At that time, the campaign was focused on strengthening the Gator Nation and instilling pride among its students, alumni and donors.

The effort targets key opinion leaders like peer institutions and the state legislature, as well as aims to engage UF alumni, students, faculty, staff and fans around the country by instilling pride and encouraging action.

“It’s not about us—it’s about all of us,” said Jane Adams, vice president of university relations at the University of Florida. “160over90 really honed in on the University’s global outlook, and the Gators’ overarching commitment to take on the big issues facing the world. We’re confident that this campaign will resonate widely and impact vast change.”

One spot tells the story of a 4-year-old boy diagnosed with Ewing’s Sarcoma, who underwent treatment at the University of Florida Proton Therapy Institute. Another recounts the devastation of Hurricane Charley and communal efforts to rebuild. "There are so many stories to share, but the university recognizes that it hasn't talked about itself enough," says Maggie Slomiany, director of client services, 160over90. "We've been able to work with UF communicators to develop a narrative that demonstrates UF's elite status, but in a non-elitist way, which was very important to our clients."

Ultimately, the campaign is designed to convey "the story of bettering ‘our state’ – bigger than the state of Florida; the state that you, and I, and we, are all in together – through the lens of the school’s far-reaching research efforts," say a UF spokesperson. 

Each spot serves as a call-to-action with a 'You In?" tagline for peer institutions, students, alumni and supporters of all levels to champion a cause of their choosing and help be part of the solution.