A public, land grant university committed to improving lives in all 120 counties of the commonwealth of Kentucky and the world beyond, UK proudly touts its role as the University for Kentucky. Through transformative research, top-ranked
academic programs, an extensive healthcare system, and championship athletic teams, UK plays a critical leadership role in its state, and attracts nearly 30,000 students to the 16 colleges it houses on its one contiguous campus in
Lexington, Kentucky.
Wildly Possible.
The University of Kentucky was fully invested in its role as the powerhouse of the commonwealth of Kentucky. While the institution is known throughout the state for its academic, research, healthcare, athletic, and economic prowess, it struggled to develop all of these strengths into a story with relevance beyond the borders of Kentucky. To attract a new generation of students, researchers, educators, and leaders, it needed to capture something bigger about the University of Kentucky, and something much bigger than the state of Kentucky.
One thing became abundantly clear the further into our research we got: There’s something about the people of the University of Kentucky. Something that motivated them from within, something that kept them hungry for more, and something that compelled them to fight for change. Call it tenacity, call it hard work. Find it in the spirit of inclusion and kindness you’ll find. If there was one thread that connected every story at UK, it was one of optimism. That as Wildcats, they held a deep-seated belief that challenges could be overcome, that solutions will be found,that and through grit and grace, just about anything was possible.
Kentucky Can.
The University of Kentucky was in a powerful position. And it had an ambitious goal: to launch its first-ever comprehensive campaign, with an unprecedented target of $2.1 billion. This effort would require the entire university to come together to communicate UK’s indelible impact — on generations of students, on communities across the state and beyond, and on everyone worldwide who benefits from the work that begins on campus and in Kentucky. Through the initiative, the university sought not only to raise the funds that would allow it to continue thriving, but also to increase awareness of UK’s important role in the community, to further engage with all its audiences, to build on the tremendous pride people feel for the university, and to create a culture of philanthropy.
For the campaign to succeed, UK needed to connect with alumni and to inspire potential donors to give. So we helped the institution zero in on what its audiences care about most: Kentucky. This focus led us to a comprehensive campaign that’s forged in the shared commitment that the university and its alumni have to the commonwealth of Kentucky. The work has an unapologetically optimistic bent, embodied in the idea that drives the initiative: “Kentucky Can.” And through a wide range of creative tactics, we tell a story of unlimited possibilities and potential, all crafted to motivate donors to contribute to the cause.
