UNC Campaign Has Local Connection
At the University of North Carolina at Chapel Hill, one is a powerful number.
The work of one professor, student or alumnus can reach thousands of North Carolinians.
Illustrating how powerful the work of one person at Carolina can be is the concept behind a new marketing effort that includes a Web site, one.unc.edu, and public service announcements. The communications highlight Carolina people who are helping North Carolinians and, at the same time, helping to lead the state into the future.
"The university has so many compelling stories of people who make a real difference in the lives of others throughout North Carolina," said Nancy Davis, associate vice chancellor for university relations. "We want the people of North Carolina to know about the great work of our faculty, students, staff and alumni."
The site, one.unc.edu, features a cross-section of stories showcasing the work Carolina people do every day and its ripple effect around the state.
Take Howard McLeod, for example. A professor and researcher in the Eshelman School of Pharmacy, McLeod directs the UNC Institute for Pharmacogenomics - the study of how people's genes affect the way they respond to drug therapies.
Because not everyone processes drugs the same way, pharmacogenomics research helps doctors prescribe the right drug and dose that will work best for each person. His work led to a new way of prescribing the life-saving drug tamoxifen for breast cancer patients.
As a result of McLeod's clinical trials with patients around North Carolina, the Food and Drug Administration changed the dosing recommendations for tamoxifen. His research directly affects the lives of more than 3,000 people a year across North Carolina - and exponentially more around the country.
McLeod was featured in the first public service announcement that's part of the marketing push, and the spot is one of two now posted at the one.unc.edu Web site. These spots have begun airing during television broadcasts of Tar Heel football and basketball games, as well as on the video boards in Kenan Stadium and the Dean E. Smith Center. In conjunction, print messages are being featured in football and basketball programs, on University Web sites and in other affiliated publications. All of these placements are free to the University.
"Given the University's current budget situation, we know how important it is to stretch every dollar, so obtaining such high-profile coverage at no cost has been key throughout our planning," Davis said. "But we also know it's just as important now to communicate about the University as it is during good times. In fact, it might be even more important now."
Also featured on one.unc.edu is Dr. Sharon Nicholson Harrell, a dentist and School of Dentistry alumna who works to meet the dental needs of low-income children in Moore, Hoke and Montgomery counties as dental director of the nonprofit hospital network FirstHealth of the Carolinas.
"The University has a unique leadership position in North Carolina," Davis said. "With expertise in health care, energy and the environment, K-12 education, economic development and social issues, Carolina people address so many pressing issues. We want to describe their stories."
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