At the close of a challenging year at Michigan State University, an institutional-level holiday greeting and related campaign shared messages of good will and reflected what it truly means to be a Spartan in a way that was appropriate for the season and, more importantly, for the time. The interactive on-campus and social media activities enabled MSU students, faculty, staff, and alumni to give and receive messages of hope and inspiration, hand-written on specially designed Spartan snowflakes. The activities, and the resulting video and feature content, provided Spartans near and far with a “A Flurry of Spartan Good Will” and some much-needed comfort and joy.
From the Judges
Michigan State University's "Spartan Good Will" campaign is awarded the silver award in recognition of the organisation's ability to create and execute a multimedia campaign that is inspirational, uplifting, and powerful. It was clear to the judges that this campaign was more than simply a marketing exercise, but instead used multimedia channels very effectively as a way to bring communities together during hardship. The campaign itself was very touching and emotive, and the institution's ability to understand their target audience and deliver their message through insightful use of multimedia is exemplary.
