Overall public sentiment about higher education has been in decline across the U.S. There is a perception that universities are elitist and out of touch with the real world. Many Michigan residents do not understand the value of the University of Michigan (U-M) or how it benefits the state and their everyday lives directly. As a solution to these problems, the University of Michigan Office of the Vice President for Communications developed a compelling video storytelling series titled “This Is Michgan,” featuring Michigan residents who have benefitted from the university's education, health care, outreach, or research. Each video features the beneficiaries’ unique voices to demonstrate the impact of various U-M efforts across the state.
From the Judges
Phenomenal production quality, making every dollar count. Excellent measured outcomes, highlighting significant achievements and major impact. The storyline effectively connects alumni to the community, resonating emotionally while achieving key marketing goals.
