The Big Ten Conference, a collective of 18 universities, has rolled out a new advertisement, "We Are Here," set to run during this week's kickoff of the college football season. The 30-second spot shines a light on the universities' contributions to making America healthier, safer, and more affluent — from pioneering new medical solutions to the creation of healthier food options, and the driving of robust economic growth.
Education and research are at the forefront of the conference's achievements. Notably, the Big Ten universities collectively educate over 817,000 students and are responsible for $19.6 billion in annual research, much of which is fueled by federal investments supported by the general public. The ad will be complemented by the previously favored "Maps" ad and will be broadcast across linear and digital platforms that cover Big Ten institutions, utilizing airtime dedicated to the conference through its media partnerships, including the Big Ten Network (BTN).
In a communal show of support for student-athletes and academia, University of Maryland President Darryll J. Pines, who also chairs the Big Ten's Council of Presidents and Chancellors, expressed his commendation for the conference's commitment. "On behalf of its 18 member universities, I commend the Big Ten Conference’s commitment to showcasing research innovation and our conference’s collective impact on communities and the nation," Pines stated in an announcement obtained by OSU News. "We are proud to be a part of an alliance that shares our dedication to student-athlete success and research for the public good," he added.
Big Ten Commissioner Tony Petitti underscored the comprehensive mission of the conference that goes beyond athletic competition. "The Big Ten Conference is an association of 18 world-class universities sharing a common mission of research, teaching and public service, alongside shared practices and policies that reinforce the priority of academics in the lives of its student-athletes," Petitti told OSU News. Anticipating the impact of the commercial, he mentioned, "We look forward to highlighting the impact our member institutions make every day in their communities and across the nation."
The initiative, curated by a team from the Big Ten Academic Alliance, marks the beginning of what will be a trio of advertisements. Over the upcoming series, viewers can expect to see a representation of each of the 18 member universities. This strategic approach aims to not only celebrate the Big Ten's achievements but also to forge a stronger connection with viewers by emphasizing the tangible benefits these institutions provide to society at large.
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