How do we respond to rising tensions on the University of Oregon Campus?
THE STRATEGY: Connect with people who don't always see themselves as change makers and show that every person has a role in making the world better.
THE WORK: We worked quickly and passionately to develop an initiative, win University support and partnerships with 16 different organizations, produce content, spread the message around campus and promote our work to the media and other schools.
First we blanketed campus with mysterious stickers, buttons and murals.
We then took over the heart of campus, blocking out the view from the student union. The view from the inside read "A view unremarkable, until it's gone. The right to be you, inalienable, until it's not. Reset The Code_" while the outside drove passersby to resetthecode.com.
Finally, we asked people to commit by signing the pledge online and on a banner to be hung in the student union.
We made animated videos to show people what resetting the code really means, and how to react in certain situations.
Agency: Allen Hall Advertising
Account Manager: Tylynn Burns