"You won't see students studying together in a library, images of grand campus buildings or crowded athletic events in a new campaign promoting higher education. There are no logos, no mascots and no official colors. Instead, an elderly couple walk arm in arm smiling, with "Proud sponsor of a better life for everyone" printed across the image. Sparks fly from a welder's electrode just behind the words "Proud sponsor of the future titans of industry.""
"Rather, it's a response to years of public polling showing increasing skepticism about the value of higher ed. Powell said she watched the poll numbers "with horror" and that now is the moment to "set the narrative for higher education rather than reacting to it, which is what we've been doing." The campaign is targeting adults ages 35 to 64."
A national campaign called College: Proud Sponsor of America at Its Best uses everyday images and direct slogans to highlight higher education's contributions to national security, the economy and the workforce. Ads avoid traditional campus imagery, logos, mascots and colors, instead featuring everyday people with captions about benefits such as improved public health and stronger industry. The campaign targets adults aged 35 to 64 and seeks to shift perceptions by emphasizing practical outcomes. BVK launched the campaign after polling showed rising public skepticism about higher education. Early data show improved perceptions after exposure, including among skeptical groups.
Read at Inside Higher Ed | Higher Education News, Events and Jobs
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