Application: Channels with Examples

UC Davis print advertisement showing a woman looking up into a lightbulb with the text "You Shine. We Save. Making lighting cleaner and more efficient"National advertising campaign

UC Davis launched a national advertising campaign in 2016 to showcase our role in protecting and enhancing quality of life for all living things. Our overarching goal is to increase awareness of the impact and value of UC Davis’ research and educational opportunities with our target audiences. The messaging format (You/We) demonstrates how individual people benefit every day from our collaborative problem-solving in the areas of food energy, health, education and the environment as well as arts and culture.

Campaign narrative

We all want a world where life is healthier, sustainable, safer and more enjoyable. UC Davis is helping us get there with innovations that translate to real-world changes. A breakthrough treatment, a more meaningful experience, a better way to learn — each has the power to improve our quality of life, and to give us hope. That’s a world transformed.

Campaign execution

The campaign has run in a variety of mediums. Here is a sampling:


  • Diverse Issues in Higher Education
  • Science
  • The Chronicle of Higher Education
  • The New York Times
  • The Washington Post


  • Facebook
  • LinkedIn
  • Politico Playbook
  • The New York Times
  • Twitter


  • Sacramento International Airport


  • 99% Invisible
  • Freakonomics
  • National Public Radio
  • Radiolab
  • Science Friday

See the stories featured in the ads at our campaign landing page.