New “We Are Here” spot highlights student success, economic impact

ROSEMONT, Ill. – Big Ten universities’ leading role in educating students and driving economic prosperity is featured the latest edition in the “We Are Here” series of :30 ads .

The new ad began airing during Big Ten basketball games and other winter sports in January. Students and alumni take center stage, sharing with viewers what their lives look like and what they have been able to accomplish thanks to their Big Ten university education. Seen on campuses and in communities nationwide, their experiences are living proof of the world-class educational opportunities they received, from learning alongside Nobel Prize–winning faculty to participating in internships and undergraduate research. The spot also highlights the universities’ broader impact through innovation, job creation and service.

Together, the 18 members of the Big Ten Conference are educating more than 810,000 students, preparing them for successful lives and careers. The Big Ten’s collective graduation rate is more than 20 points above the national average and the universities have more than 9.2 million living alumni.

The first ad in the “We Are Here” series began airing last fall and has generated more than 250 million impressions across Big Ten broadcasts to date, including during the College Football Playoff National Championship won by Indiana University. It focused on how Big Ten universities make America healthier, safer and more prosperous through everything from discovering new medical treatments to developing healthier foods to driving economic growth.

“The success of our students is our first priority, and Big Ten universities lead the nation in providing access to an excellent and valuable college education. And after graduation, our students go on to join the more than 9 million alumni who are making a difference in communities around the nation and world,” said University of Maryland President Darryll J. Pines, who chairs the Big Ten's Council of Presidents and Chancellors. “We’re proud to be part of a conference that shares a commitment to academic and athletic excellence, and that showcases both on a daily basis.”

"Big Ten universities are committed to wide-ranging achievement, from athletics to research to public service,” said Big Ten Commissioner Tony Petitti. “As millions of fans tune in to root for their favorite team, we have an opportunity to illustrate the countless ways our member institutions and alumni make an impact in their communities and around the world.”

The ad will air on linear and digital platforms during sporting events featuring Big Ten universities, utilizing airtime allocated to the Conference as part of its media agreements, including the Big Ten Network (BTN). This new initiative builds on other Conference efforts, including research vignettes highlighting the impact of university research that air during select BTN sporting event broadcasts.

As with the first ad, the second spot was developed by a creative team made up of staff from Big Ten member universities under the auspices of the Big Ten Academic Alliance. It is the second in a planned series of three ads, which over the course of the series will feature footage from all 18 universities.

About Big Ten Academic Alliance

The Big Ten Academic Alliance is the nation’s preeminent model for effective collaboration among research universities. For more than half a century, these world-class institutions have advanced their academic missions, generated unique opportunities for students and faculty, and served the common good by sharing expertise, leveraging campus resources, and collaborating on innovative programs. Governed and funded by the Provosts of the member universities, Big Ten Academic Alliance programs and initiatives are coordinated by a staff from its Champaign, Illinois headquarters.

About Big Ten Conference

The Big Ten Conference is an association of world-class universities whose member institutions share a common mission of research, graduate, professional and undergraduate teaching and public service. Founded in 1896, the Big Ten has sustained a comprehensive set of shared practices and policies that enforce the priority of academics in the lives of students competing in intercollegiate athletics and emphasize the values of integrity, fairness and competitiveness. The Big Ten Conference sponsors 28 official sports, 14 for men and 14 for women, and the broad-based programs of the 18 Big Ten institutions provide direct financial support for more than 14,000 student-athletes. For more information, visit www.bigten.org .

Media Contacts:

Paul Kennedy, Big Ten Conference, pkennedy@bigten.org

Jack Martin, University of Washington, jacktm@uw.edu

Big Ten Member Universities:

·      Indiana University

·      Michigan State University

·      Northwestern University

·      The Ohio State University

·      Pennsylvania State University

·      Purdue University

·      Rutgers University-New Brunswick

·      University of California Los Angeles

·      University of Illinois

·      University of Iowa

·      University of Maryland

·      University of Michigan

·      University of Minnesota

·      University of Nebraska-Lincoln

·      University of Oregon

·      University of Southern California

·      University of Washington

·      University of Wisconsin-Madison