Engaging Student-Athletes in Your Awareness Campaign
A Case Study
New rules around “Name, Image and Likeness (NIL)” in collegiate athletics give marketers a clear path for integrating student-athlete influencers into their marketing campaigns.
Working with Student-Athletes to Promote Campus Well-being
The Well-being Collective promoted well-being and mental health resources on campus by partnering with four student-athletes through an NIL agreement. Featuring Blake Corum (men‘s football), Laila Phelia (women’s basketball), Will Tschetter (men’s basketball), and Reganne Bennett (women’s softball), the campaign shared authentic stories—highlighting their experiences as both students and athletes. Through a series of videos, the campaign aimed to normalize well-being and mental health conversations and increase awareness of available campus resources. The campaign reached a broad audience through Michigan Athletics and Student Life social media channels and a paid digital media campaign, generating both positive qualitative feedback and measurable quantitative results.
Challenge
Find additional and creative ways to increase awareness of the Well-being Collective and the well-being resources offered on campus.
Outcome
Over two years (2023-2025), the campaign garnered more than 600,000 impressions, 200,000 video views, and 800,000 social media engagements across organic social channels.Project Goals
Raise awareness about well-being resources for students, faculty, and staff
Utilize campus influencers to create a narrative that normalizes conversations about well-being
Drive audience members to available tools & resources on the Well-being Collective website
Partnering with University of Michigan student-athletes who are authentically passionate about promoting mental health & well-being has positively contributed to the Well-being Collective and awareness of wellness resources available to faculty, staff, and students. Colleagues from around the country who are members of the U.S. Health Promoting Campuses Network look to Michigan as a role model for advancing similar efforts on their campuses. Including the voices of student-athletes is seen as a smart, innovative component of our robust marketing & communications plan.
Award-Winning Work
The Well-being Collective Student Mental Health Awareness Campaign was recognized with a Gold Award for Best Communications Initiative by the 2023 Circle of Excellence Awards and the 2023 Pride of Case V Awards presented by the Council for Advancement and Support of Education (CASE).