SHARE THE
GOOD NEWS
This campaign began with a conversation I had with Steve Emerson, CFO at NNU. He said, "If everyone that had a story like you, can go home and share that with one person over break, our enrollment would double." At face value, it sounded like a simple idea. Share your experience and grow awareness.​
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But the more I sat with it, the
more I started to see the gap between intention and reality. Most students are not thinking about how to communicate their experience in a way that influences others. They are simply living it, processing it, and moving through it in real time. That tension is where the concept started to form, and it shifted the idea from a statement about sharing into a question about ow stories actually travel.
FROM WORDS INTO ACTION
Rather than relying on word of mouth alone, I began exploring how storytelling could be designed into a repeatable system. The goal was to move beyond chance encounters and instead create intentional structures that help stories surface, get captured, and circulate in a more consistent way.
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That led to the idea of using social media as a primary channel for distribution, turning individual experiences into shareable, structured narratives that extend beyond personal conversations. Inspired by a newspaper aesthetic, the campaign introduces a sense of nostalgia while reframing student stories as something worth publishing, not just posting.
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It starts to feel less like isolated content and more like a living publication, where each story contributes to a larger ongoing narrative about life at NNU.