University of Wisconsin–Madison 

Not just a campus – a community. 

The University of Wisconsin–Madison set out to tell a deeper story—one that went beyond academic excellence to reflect the strength of its community. A place where students, faculty, and staff feel heard, accepted, and respected, regardless of background, belief, or identity. 

CMRignite brought that story to life through the #IamUW campaign, an integrated effort spanning social media, branded merchandise, campus marketing materials, and digital screens. By featuring real students sharing how they connect with and strengthen the UW community, the campaign created an authentic, unifying voice across campus. During COVID, the platform evolved to support an on-campus health campaign, reinforcing shared responsibility around testing, vaccines, and masking. 

The impact was undeniable. Stronger connection. Greater visibility of shared values. A reinforced sense of belonging across campus. The #IamUW campaign earned a Gold Educational Advertising Award from the Higher Education Marketing Report, while the Cross-Cultural Curriculum developed alongside it continues to guide campus communicators in building and sustaining unity. The Badger bond is stronger than ever.