#MyFirstChoice

  • Billboards
  • Campaign Development
  • Collateral & Signage
  • Concept
  • Copywriting
  • Out of Home
  • Outdoor & Transit
  • Print
  • Radio
  • Strategy
  • TV

University of Massachusetts BostonUMass Boston won a Platinum AVA award for this campaign

While students felt that the University of Massachusetts Boston is “a hidden gem,” the college was still hampered with an obsolete public brand – many saw it as a safety school, a commuters’ college, or a last option. Through the #MyFirstChoice campaign, using TV, video, digital advertising, transit, out-of-home, and paid Facebook, MORE helped revitalize the UMass Boston brand, promoting its academic excellence, student diversity, and distinguished faculty. The campaign’s hashtag component generated social media activity among students, parents, alumni, and faculty.