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How It Unfolds
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Our first goal is to plant the seed of the idea using print advertising, and to ask people to join in the cause. The ads feature a search bar like you see on Web sites with people from all walks of life asking their "single greatest question." Readers are invited to submit their single greatest question to umn.edu. The ads began the week of Sept. 25th in the Minneapolis Star Tribune, the St. Paul Pioneer Press and the Minnesota Daily.
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These ads connect people and their single greatest questions—ranging from music to medicine—with researchers and professors who can talk about their work and provide some answers. These ads began in the Star Tribune, the Pioneer Press and the Minnesota Daily the week of Oct. 2nd.
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Television advertising continues the question and answer theme, symbolized by the search bar. In a first-ever innovation, the first 15 seconds of the ad features someone asking a "single greatest question." Then the search bar comes on the screen while another ad for a local news promotion appears for 15 seconds. The University's ad then returns featuring a professor or researcher responding to the question. The 30-second ads are not split and run as one complete unit. The 60-second and 30-second ads will run on Twin Cities channels 4, 5 and 11. The ads also run on the scoreboard at Gopher football, basketball and hockey home games and during Big Ten telecasts. The TV began the week of Oct. 2nd.
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30-second radio ads run on Gopher Radio Network, Gopher Sports Update, Access Minnesota and Radio K.
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In addition to focusing people's attention on what's innovative at the U, the advertising drives people to umn.edu, where they can find more in-depth information about Driven to Discover and the questions featured in the ads. Once there, visitors can submit their own "single greatest questions" and vote on which questions should be picked for a response. The question with the most votes is featured each week. Once a month, the University will explore a topic that emerges from the questions and post an in-depth newsletter with links to research and other information.
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The search continues throughout our campuses. Posters ask the University community to submit questions at umn.edu. Sidewalk messages keep the search going as students, faculty and staff walk around campus. And other communications will keep the search alive throughout the year. Look for it: Driven to Discover is featured on a sign, street, doorway, bus, brochure, pen or t-shirt near you.
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