Wayne State refreshes Warrior Strong campaign to highlight statewide impact

The campaign includes more than 150 students, faculty and staff from all 13 schools and colleges, with settings across campus and around Detroit.

Wayne State University has launched Warrior Strong Is, a refreshed version of its Warrior Strong marketing campaign to expand the university's storytelling and spotlight its impact across Michigan and beyond. The new campaign began March 9, and introduces brand advertising, extensive digital storytelling and a broader, statewide focus.

Originally launched in October 2017, Warrior Strong was created to reflect the resilience and excellence of Wayne State students and faculty. The refreshed campaign builds on that foundation, reinforcing Wayne State's identity as Michigan's leading urban research university. Warrior Strong Is features Wayne State students, faculty, staff and alumni advancing scholarship, conducting life-changing research, showcasing creative activity and building stronger communities. Together, these stories will help broader audiences better understand Wayne State's statewide impact, academic strengths and public mission.

"Wayne State deserves a strong, unique and compelling brand," said President Richard A. Bierschbach. "In a higher education landscape that faces numerous challenges, it's essential that we clearly and consistently tell the story of what makes Wayne State special - the real impact our students, faculty, alumni and staff are making in Detroit and across Michigan."

The campaign refresh was led by University Communications and Marketing (UCAM) and advertising partner Doner Detroit, which provided specialized media strategy and production support. Warrior Strong Is spotlights vibrant locations on campus and in Detroit, including M. Roy Wilson State Hall, the Student Center Building, TechTown, the Matthaei Center, the Gretchen C. Valade Jazz Center, the Hilberry Gateway and Ralph C. Wilson Centennial Park.

"Our market research shows that influential audiences across Michigan don't yet fully understand Wayne State University's unique strengths and impact," said Doug Kuiper, senior associate vice president of marketing and communications. "This campaign represents a vital opportunity to build Warrior pride and to show Michiganders the value of our great university."

Warrior Strong Is features Wayne State students, faculty, staff and alumni advancing scholarship, conducting life-changing research, showcasing creative activity and building stronger communities.

The campaign will appear on YouTube, Spotify, Meta (Facebook and Instagram), and more. These outlets reach audiences across the state who can positively impact enrollment, hiring, reputation, policy and philanthropy. By increasing statewide awareness of Wayne State's research and academic strengths, the campaign is also intended to enhance faculty and staff recruitment and the university's ability to compete for external funding.

Warrior Strong Is features more than 150 students, faculty and staff from all 13 schools and colleges and includes voiceover talent by College of Fine, Performing and Communication Arts alumna LaRaisha DiEvelyn Dionne, '23. The campaign will expand placement beyond metro Detroit to Lansing, Grand Rapids, Flint and Saginaw using a mix of paid digital, social, streaming and video channels.

Campaign videos are available here.

Campaign photography is available here.

The campaign, launched in March 2026, introduces brand advertising, extensive digital storytelling and a broader, statewide focus.

"Coming to Wayne State has made a big difference in my life, and I was excited to participate in the campaign because it allowed me to showcase the incredible opportunities and connections I've found here," said Rashaad Anderson, a junior majoring in marketing in the Mike Ilitch School of Business who participated in the campaign's photo and video production. Anderson also supports the campaign as a social media ambassador with UCAM's Warrior Street Team. "Warrior Strong means taking everything to the next level and making an impact - hopefully, others will also be inspired to take part and share their own meaningful experiences."

Warrior Strong Is will connect with the university's continuing marketing and communications efforts focused on enrollment, community engagement and more. Following the initial campaign launch, new storytelling assets will be developed throughout the coming year and beyond. UCAM will conduct ongoing performance measurement and audience research to evaluate performance and align with the university's upcoming comprehensive philanthropic campaign.

All Warriors are invited to share what they think makes Wayne State University Warrior Strong on social media or to submit their story to University Communications and Marketing for possible inclusion in future storytelling.