STRAYER UNIVERSITY
READDRESS SUCCESS
What a wonderful concept ... that I wish I could take credit for. Redefining what success really means. That came directly from our client, Strayer University. Inspiring simplicity and an audacious goal. When the brief came through and I read, "We're going to redefine what success means to Americans ... and it has nothing to do with material wealth." The wheels started spinning on overdrive. My pencil could barely keep up with my mind.
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.
Ironically, while we felt the endeavor to be quite successful, we never heard a peep from Merriam-Webster.
ROLE: CD, CW, Petition Creator
