Banding Together to Make a Difference

The Big 12 Conference views itself as more than a sports league, but it will leverage its large following of sports fans to let the rest of the world know how it’s making an impact on the world.
Banding Together to Make a Difference

In October, the conference entered the second phase of a three-year integrated “Making a Difference” marketing campaign focused on academic achievement and research endeavors among its ten member institutions. The new campaign features 11 public service announcements that will be broadcast on ESPN and Fox Sports through March 2015. Each one highlights academic achievements and research produced by member schools in the STEM disciplines of science, technology, engineering, and math.

Efforts highlighted in the PSAs include a program at Baylor University that is developing chemicals that are less toxic to humans and the environment; a project at the University of Texas that aims to make oil and gas drilling safer; and interactive STEM camps that Texas Tech has created for local children.

The announcements also can be seen at the updated microsite The site includes video profiles of the researchers at each university committed to making changes in areas such as cancer detection, climate change, and sustainability.

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