START AN EVOLUTION
UBC set out to launch a 5-year campaign that invited donors and alumni to connect more deeply with the University. The campaign was to be the largest alumni engagement initiative of its kind for a university, with a fundraising goal of $1.5 billion by the end of 2015.
We created a campaign that asked individuals to contribute their energy to UBC so that together they can change the world. This ‘energy’ could be contributed in whatever form that suited the target – donation, mentorship, volunteerism etc.
‘Start an Evolution’ provided that platform by intrinsically having a strong call to action and putting the target in the position to act. The campaign celebrated existing UBC success stories that reflected the power of alumni engagement. This allowed the target to picture themselves as being the impetus that can start an evolution.