Vanderbilt University’s Division of Communications developed and executed an integrated communications and marketing campaign, “Anchor Down. Step Up.,” to support the university’s return-to-campus plan, to inform and inspire all members of the university community, and, ultimately, to drive adoption of COVID-19 safety protocols. Built on the popular “Anchor Down” rally cry, the “Anchor Down. Step Up.” campaign successfully engaged with the Vanderbilt’s community of students, faculty, and staff through news stories, videos, posters, stickers, signage, social media, and more. The campaign has been a critical part of the university’s successful approach to slow the spread, as the university’s positive COVID-19 test result numbers continue to trend much lower than city, state, and national percentages.
Anchor Down, Step Up: Together, we can slow the spread of COVID-19
