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Stand with AU

The Challenge:
In January of 2014, the White House formed its Task Force to Protect Students from Sexual Assault. This issue, already gaining attention at campuses nationwide and with the press, was one that AU was already addressing in response to a student conduct issue that received significant coverage in local media. It was important for AU to respond to this issue in a way that addressed the AU community directly, especially current students and their parents, for whom this issue is personal, urgent, and alarming.

The Solution:
AU developed an immediate, robust community and media relations response, “Stand with AU,” that included a website and a social media campaign. The quick production of a video message, involving student athletes, Greek life leaders, President Neil Kerwin, and other members of the AU community, typified our direct and collaborative response to these events. UCM also launched social media and digital campaigns utilizing search engine marketing to answer questions from newly accepted students and their parents.

Results:
The “Stand with AU” website received more than 2,000 page views, and the video was viewed more than 6,000 times on YouTube. More than 30,650 people saw our Facebook post. The Facebook post also generated nearly 600 likes and 60 shares.