American University

Celebrating activism and impact

American University attracts students driven by purpose—people eager to enact meaningful change. With its legacy in policy, its adaptive mindset, and its location in DC, the school is uniquely positioned to empower them. Our Challenge Accepted brand campaign put that spirit at the forefront, framing AU as the place where activism and ambition meet. By celebrating the engagement and impact already inherent to the community, the campaign helped students and alumni see themselves as catalysts for tackling society’s most difficult challenges—a message that felt especially urgent and resonant during a particularly turbulent time.

The big idea

Advertising

Case statement and campaign materials

Fundraising campaign

As we took the “Challenge Accepted” rallying cry to market, we also built AU’s Fundraising campaign, “Change Can’t Wait”, and brought it to life alongside their main brand story. The campaign appealed to their alumnae’s desire to immediately and directly address our societal crises.