New ‘We Are Here’ spot highlights student success, economic impact

New 'We Are Here' spot highlights student success, economic impact

18 members of the Big Ten Conference are educating more than 810,000 students

Big Ten universities' leading role in educating students and driving economic prosperity is featured in the latest edition of the "We Are Here" series of 30-second 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 accomplished 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 that, over the course of the series, will feature footage from all 18 universities.

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