Each year #UMSocial seeks to identify unprecedented opportunities to demonstrate the impact of social communications on our community and celebrate the connectivity these platforms provide for us to engage students, faculty, fans, friends, and stakeholders around the world. Through outstanding collaboration and innovation between internal and external partners, the Michigan Wings mural came to life, inspiring visitors to explore our city, engage with our brand, share publicly their affinity for the institution, and offer up hope for the future. The underlying #WhatLiftsYou campaign included on the mural is a nod to our continued work to promote digital citizenship and online positivity through socialintegrity.umich.edu. A permanent testimonial to the importance of public art to society and the prominence of social media in our lives, the Michigan Wings design is now also prominently featured in tourism, promotions, marketing, and admissions materials.
From the Judges
The judges were excited by Michigan Wings and recognized how difficult it can be to form effective town and gown relationships. This submission showed that University of Michigan is able to move quickly when a trend arises and execute a communication and engagement campaign that reaches alumni, students, prospective students, and donors. The judges wished the muralist had a personal connection with the university but understand the value in using a recognized artist.
