Advertising Main Content
DESTROYING MISPERCEPTIONS – SETTING THE RECORD STRAIGHT
For the advertising campaign, it was clear that we needed to address the misperceptions head-on. It became apparent during testing that any representation of socializing in pictures was seized upon as evidence that SIU was more about student life than academic success.
So we decided to present some evidence of our own.
We elevated those stories that demonstrated just a few of our incredible accomplishments. But more important, we told our audience that these accomplishments are possible because of the culture at SIU—because SIU has the brains of a nationally ranked research university and the heart of a small college.