STRAYER UNIVERSITY
READDRESS SUCCESS
An inspired brief with an audacious goal. Every creative's dream. and on this one, when I read,
"We're going to redefine what success means to Americans ... and it has nothing to do with material wealth."
The fuse was lit. Purpose providing all the inspiration required. This wasn't a campaign. It was a mission.
Working in partnership with OgilvyPR, Soul Pancake and Strayer, we set out to redefine success by:
Petitioning Merriam-Webster to change its current definition of success via Change.org:
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Merriam-Webster's current definition: The fact of getting or achieving wealth, respect, or fame.
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Our proposed revision: Happiness derived from good relationships, and achieving personal goals.
105,000 people signed our petition. We raised $50,000 for the philanthropic organization Dress for Success. And we helped to ignite a national dialogue around the deeper and more personally relevant meaning of success.
ROLE: CD, CW, Petition Creator
