In 2014, UCLA kicked off a $4.2 billion Centennial Campaign, the largest fundraising effort ever undertaken by a public university. The initial campaign slogan, "Let There Be” asks supporters to invest in UCLA, because every donation ultimately leads to building a better tomorrow. By 2017, analytics from prior UCLA Magazine giving ads reveal that readers are not responding to the call-to-action. Because the campaign is in its second half when giving needs a momentum boost, a need to revisit the concept was required to re-inspire and motivate people to give by creating a sense of urgency now.
Ideas for the most part, are subjective. Some are good. Some are bad. Some resonate with clients. Some don’t. Some get revised. Some look very different once they go into production. Like all projects that have ever been undertaken, there will always be some ideas that will never make it past the drawing board. Below are some of the concepts that didn’t make it, but they can still inspire the imagination.
Campaign Concept ad - 1/2
Campaign Concept ad - 2/2
Campaign Concept ad - 1/2
Campaign Concept ad - 2/2
https://lettherebe.ucla.edu/stories/champions-for-human-rights
When the reader reads the ad and then visits the website, the continuation of the story reveals how Eric and other Bruins in this campaign made a difference, creating compelling content to further emphasize the need to give now.
Campaign Concept ad - 1/2
Campaign Concept ad - 2/2
The original photo of astronaut Anna Lee Fisher shows her getting suited up for training on a mock up of a modular section of the Hubble Space Telescope at the Marshall Space Flight Center’s Neutral Buoyancy Simulator.
