Curing deadly childhood diseases. Mapping the heavens. Launching the digital age. Advancing earthquake science. Building sustainable futures. Working toward a more inclusive society. Elevating neighborhoods. And changing history.
UCLA students, staff, faculty and alumni have accomplished all of this and much more since the university began in 1919. This month, as UCLA kicks off a celebration of its 100th year, the campus is launching a new brand campaign called Knowledge Solves, which focuses on the positive impact UCLA has in local communities and around the world.
The campaign is rooted in UCLA’s mission of research, education and service. It’s a declaration of where the UCLA community stands and what it believes in. The campaign will highlight some of society’s most pressing challenges and how UCLA programs and research are developing solutions for them.
“What good is knowledge, unless it moves between the classroom and the streets?” the narrator says in the campaign’s first 30-second video spot. “Unless it reminds us, challenges us and inspires us to grow, so we can all take part in solving the greatest problems of our time?”
Ads will explore the campus’s roles in addressing California wildfires, combatting depression, solving homelessness, fighting climate change, supporting our nation’s veterans, advocating for social justice and other initiatives.
“UCLA’s combination of academic excellence, intellectual curiosity, public mission and location in a global city make it a unique and powerful force in both higher education and society,” said Jim Poore, UCLA’s chief creative officer. “We believe this new effort, tied to our 100th anniversary, will drive awareness of those attributes among the public and show how what we do benefits everybody.”
Knowledge Solves was conceived and developed by UCLA Marketing; the creative branding firm 160over90 produced the brand videos to support the TV and digital buys. The campaign will appear on broadcast and cable TV, radio, billboards and buses across Southern California, in the Los Angeles Times, and on digital and social media. UCLA also will enhance the campaign with videos, editorial content, interactive programs and live events through ABC, Entercom (which owns Los Angeles radio stations K-Earth 101, 93.1 Jack FM, 97.1 AMP Radio, KNX 1070, 94.7 The Wave and KROQ) and the Los Angeles Times.
Knowledge Solves succeeds UCLA’s Optimists campaign, which began in 2012 and featured iconic UCLA alumni and, later, some of UCLA’s exceptional faculty members and innovative programs.