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Background

Chatham University's brand line is "Big Thinking For A Big World," This campaign set out to demonstrate real life examples of that big thinking - come to life. This particular website and set of videos focuses on creative writing students teaching inmates as part of the Words Without Walls program at Allegheny County Jail. Other videos in this campaign followed a class at Fallingwater, tagged along with a food studies professor at a meat processing plant and documented a student filming a senior project on a coal-fueled power plant and its impact on the community at large.

Idea

Demonstrate "Big Thinking" come to life. We spent two weeks 'embedded' with the Chatham Words Without Walls program, visiting the jail, attending readings and interviewing inmates and faculty. We then designed a campaign and it's media around the content we had gathered. The result was a landing page that featured video, along with 'watch,' 'read,' and 'look' sections that highlighted the most compelling and visually arresting images and stories captured.