This campaign was created to share the impact that the University of Nebraska made on citizens across the state. The messages were segmented for rural and urban audiences. There is a low natural affinity to NU based on the number of Nebraskans with a college degree (just north of 40%) and competing priorities such as K-12, health, etc. The strategy focused on topics that the majority of Nebraskans cared about in their day-to-day life--healthcare, K-12 education, cancer, agriculture--and showed how the University touched people every day in these areas.