The University debuted a public service announcement for its new financial aid initiative, "Access U.Va.," before 60,000 fans at the football game against Clemson last Thursday night. The PSA, starring University alumnus and actor Sean Patrick Thomas, also aired on ESPN during the game.
"We thought it would be an ideal time to introduce 'Access U.Va.' to a national audience," University spokesperson Carol Wood said. "We believe people watching collegiate events are members of groups we want to reach -- students, alumni, parents, employees, donors, members of peer institutions and prospective students."
The PSA aired approximately 24 seconds before half-time. The University typically receives a 30-second commercial spot from any network that airs University football games.
"We are never guaranteed when a spot will appear in the rotation during a game," Wood said. "We called ahead and were told it would be in either the end of the second quarter or the beginning of the third quarter -- both of which are actually better than half-time. That's when people feel they can either switch channels or go to the kitchen."
In the past the television spot was used to inform viewers of diversity oriented programs offered at the University, Student Financial Services Director Yvonne Hubbard said.
Hubbard said she thinks the PSA will encourage students who normally would not apply for financial reasons to consider the University.
"We hope that the marketing will help people understand that we are affordable," Hubbard said. "The whole idea behind the commercial is basically 'give us a chance.'"
According to Hubbard, the Friday after the PSA aired Student Financial Services received a handful of phone calls inquiring about "Access U.Va."
The PSA was screened by the University Board of Visitors at their meeting on Oct. 1.
The Board discussed planning for the PSA when it was proposed by Wood at their summer retreat in July.
"I think they were very enthusiastic at the Board retreat," Gilliam said. "So the idea was to get the word out."
According to Wood, 20 television and 65 radio spots were mailed to targeted media outlets in Virginia after the Board meeting in October.
"We're in the process of sending a public service announcement and process packets to every print news publication across the state," Wood said.
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