York University : SafeSpeech
THE SITUATION:
York University, Canada's third largest and most diverse campus, was suffering from an embarrassment of riches. Being an institute of higher learning means encouraging and celebrating active debate and engagement with issues, but a University shouldn't be a soapbox. Too often debates and issues were becoming shouting matches with noise and malevolence the only outcomes.
THE PLAN:
York needed to communicate that having respect for differences of opinion was a core value of an education at York. The agency knew that our message had to be authentic and rooted in a real sense of the problem. To do so, we knew we had to speak plainly but be forceful in our execution to communicate with this savvy target.
THE IDEA:
We responded provocatively with a “Share Ideas. Respect Differences” campaign. It was a gritty execution that paired an aggressive style with copy that spoke to the root of the problem – that it was a small minority of dogmatic, politicized students that were turning rational debates into war zones. Our work communicated the power of language and essential need for respect that makes a university work.
THE RESULTS:
It's hard to judge the results of an internal communications campaign in any meaningful way. It has meaning to us, though, because it's the kind of work that's hard to do, and if York can trust their agency with a job of this sensitivity, then we know we're doing our best work and earning their trust at every opportunity. That said, the campaign was honoured as a Grand Gold award winner, Individual Ads, at the annual Council for Advancement and Support of Education (CASE) 2010 Circle of Excellence Awards, a premier international awards program. The awards acknowledge superior accomplishments that have a lasting impact, demonstrate the highest level of professionalism and deliver exceptional results.
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