A multi-part paid media campaign focused on addressing state residents' misperceptions about the University of Wisconsin-Madison.
From the Judges' Report
Judges appreciated the research that UW Madison put into its campaign to correct misperceptions Wisconsinites have about the role and value of the institution to the State of Wisconsin. Through Working for Wisconsin, the institution is tackling head on an issue that affects both future enrollment and state support. The strategies and metrics used in this entry could be replicated by similar institutions in other states. Judges also thought the early results of this campaign were promising and I’ll also appreciated that the UW Madison changed the focus of its messaging from the institution’s accomplishments to how the institution benefits Wisconsinites.
