University of Wisconsin-Madison Athletics Department
the problem.
The creation of this campaign took place within the context of turbulent cultural times for the nation and Wisconsin. With the events that have taken place throughout 2020 (ie.COVID-19, Breonna Taylor, George Floyd, and the recent ruling in the Jacob Blake case), the University of Wisconsin-Madison student population is hungering for a reason to believe that the university is listening, engaged and poised for action.
the insight.
Black students and athletes yearn to be a part of a community that creates space for them while celebrating their efforts and achievements at UW.
the idea.
We paid homage to the Black pioneers who ignited change and paved the way for current and future Black students. This University of Wisconsin Athletics-wide pledge aimed to forge awareness and acceptance for prospective Black students.
We created a series of raw, scrapbook-style content featuring University of Wisconsin Athletics' Black students and alumni. They honored those who believed in and pushed them, as well as the Black greats who paved the way. These stories of triumphs, defeats, and how sports united us were shared to celebrate their legacy.
Play It Forward
For Black History Month 2021, the University of Wisconsin-Madison Athletics Department rolled out a bold new campaign called "Play It Forward" to uplift and commemorate the accomplishments of Black students, athletes, staff members, and alumni. We launched a line of apparel featuring the "Play It Forward" slogan to spread the message further during televised games. Beyond the gear, we curated events, shared stories on UWM’s website and social accounts highlighting barrier-breakers from the university's history, such as the first Black basketball player and the track star who broke down gender stereotypes in the 1930s.
