From the Nominator

Sharks have a major PR problem and are in need of much better marketing. These apex predators, often viewed as mindless killing machines, are the ultimate architects of marine balance. At Florida International University (FIU), we are trying to change the narrative to ensure the world knows sharks are a critical component of healthy oceans. In the years leading up to 2023, we have engaged in targeted campaigns to advance FIU research and accelerate conservation outcomes for sharks. Following a monumental decision in November 2022 by the Convention on International Trade in Endangered Species (CITES) to award increased protections for 54 species of sharks—a proposal that incorporated significant data from FIU research—we embarked on a campaign to solidify FIU’s position as the "shark university." We publicized research to position FIU researchers as the go-to authorities on sharks and the university as a top destination for shark research. To improve reputation scores for major rankings, reach more potential students, and grow alumni affinity, we developed collateral materials and storytelling strategies to reach audiences in the spaces they already occupy and consume content. This communications initiative was also designed to increase awards, engagement with our peers, and recognition among research funding agencies. The ultimate goal was to achieve the recognition we believe our students and faculty deserve for their incredible work and for the lasting impacts they are creating in the classroom, in our local waters, and for sharks everywhere.

From the Judges

This was an effective and comprehensive omni-channel campaign (earned media experts, owned website, social media) that helped create momentum for important work. It was heartening to see the collaboration between strategic communications, faculty, and other stakeholders, as well as the leveraging of external events. The materials were top-notch, and their efforts clearly established the university's authority in this realm.