Rutgers University
Despite its long history as an institution where outstanding faculty, world-class research, and a driven, diverse student body meet (President Obama said of Rutgers, “America converges here.”), quantitative research showed that there was little awareness of the school’s prominence outside of New Jersey. Also, misconceptions about the state (no thanks to “The Sopranos” and "Jersey Shore”) began to color out-of-state perceptions. To combat this, we developed a strategy and creative expression that reframesJersey attitude as the key to a transformational education and huge personal growth.