Hey, Gators. Seven billion people call this planet home."
Recently, an advertisement beginning with these thought-provoking words jumped out at me. After listing some of the major health, social and environmental issues of our day, it ended with, "Together we could make an impact, a very big impact. You in?"
The advertisement featured UF’s new campaign, "For the Gator Good," which launched the first Fall weekend.
The campaign is well-crafted, if a bit lofty and idealistic, and may very will achieve its purpose in inspiring people to support the innovations taking place on this campus and in helping launch UF into a top-10 public university ranking.
UF is rebranding itself for the first time in about a decade, moving away from its former campaign "The Foundation for the Gator Nation." The former campaign strived to foster UF’s global community by highlighting the prominence of Gators around the world.
In contrast, the new campaign turns away from the singular focus on Gators. Its website, with softer tones of navy and faded orange instead of the usually flashy, bright orange and blue, imparts a serious and thoughtful tone.
The site is reminiscent of the popular Facebook page, "Humans of New York," which captures emotionally stimulating photographs and quotes from ordinary New Yorkers. The campaign’s website tells the stories of 12 individuals who have been impacted by UF. In an unusual twist, none of these individuals are UF students.
The campaign shines a spotlight on issues like childhood obesity, medical research and immigration, and it points out the impact that Gators — and research conducted at UF — have had in combating many of the serious issues challenging our world today.
The story of Ed Bonfiglio, a soldier who was able to avoid amputation and keep his leg due to a procedure developed at UF, exemplifies the stories this campaign is trying to tell.
Although the campaign’s focus on research may seem exclusionary toward many undergraduate students, the overall campaign captures the culture of the entire university.
The campaign launched on television Aug. 30 with a 30-second commercial slot during the UF vs. Idaho game on ESPNU. Shots included agricultural workers, doctors and children.
In the coming weeks, these commercials — the next one to air is on Oct. 11 during the UF vs. Louisiana State University game — will show us what we can all do to improve our world.
Due to its heavy focus on the altruism of UF students and alumni, and its final battle cry of "You in?," the campaign can appear a bit idealistic. However, its message is still strong.
Furthermore, any accusations stating the campaign is simply a big public relations stunt should be given no attention. Yes, the campaign is designed to bring funds to UF. UF needs money to invest in hiring new professors, funding research initiatives and much more.
However, the campaign doesn’t request money out of greed; the campaign focuses on how UF betters society.
Finally, it’s no coincidence that UF is in the process of trying to reach a top 10 slot for national public universities. UF currently stands as the 14th best public university in the nation, according to the U.S. News and World Report.
"For the Gator Good" also focuses on funding research in multiple departments. This common ground between the campaigns will have a positive effect on UF’s future rankings. "For the Gator Good" and "UF Rising" will work together to improve the quality of education at UF and the university’s standing relative to other schools.
UF offers some of the finest educational and research opportunities in the country. A UF education creates a foundation for students to participate in life-changing actions like the ones chronicled in the "For the Gator Good" campaign.
"For the Gator Good" really is for the greater good of this university. Its effects are going to improve this campus and will ultimately help UF ascend to a top-10 ranking.
Lindsay Alexander is a UF journalism sophomore. Her columns appear on Wednesdays.
[A version of this story ran on page 6 on 9/17/2014 under the headline "‘For the Gator Good’ lives up to its name"]
