USF Unveils First-Ever Visibility Campaign

SAN FRANCISCO (April 2, 2012)

The University of San Francisco (USF) today unveiled the Higher Standard Campaign, its first-ever visibility advertising campaign focused on increasing recognition of the university’s distinctiveness in the city of San Francisco.

The Higher Standard Campaign consists of 14 short, provocative headlines that emphasize USF’s commitment to academic excellence, service, and a passion for justice, as well as its deep ties to the city of San Francisco. Black and white photos taken around the city of San Francisco will serve as the background to the bold headlines. The ads will appear on the sides of buses, billboards, news racks, taxi tops, transit shelters, and wallscapes in downtown San Francisco.

“The University of San Francisco is the city’s first university, and it has been a vital part of this community for 157 years,” said USF President Stephen A. Privett, S.J. “As our home city has grown into one of the world’s most dynamic and entrepreneurial, so too have we grown with it. Our distinct brand of Jesuit education instills a passion for justice into our graduates, who have made their mark in San Francisco and beyond. We’ve chosen to let our accomplishments speak for themselves, but now there are too many great things happening at USF—it’s time to celebrate and share our stories more publicly.”

“Both our research and anecdotal accounts tell us that too many in our own city don’t know about the quality of the university’s academic programs or what sets us apart from other universities,” said David Macmillan, USF’s vice president for communications. “These ads call attention to our high standards and our values, as well as our special relationship with the city whose name we proudly bear. Our aim is for San Franciscans to get this message and, going forward, to recognize our logo and tag-line, Change the World from Here.”

USF partnered with Hub Strategy, a mid-sized independent advertising agency in San Francisco’s Presidio, to provide the creative voice for the campaign. To maximize exposure, the campaign will run in April and May, with a second phase planned for September and October—the months when the largest number of people are outdoors.

About the University of San Francisco

The University of San Francisco is located in the heart of one of the world’s most innovative and diverse cities and is home to a vibrant academic community of students and faculty who achieve excellence in their fields. Its diverse student body enjoys direct access to faculty, small classes, and outstanding opportunities in the city itself. USF is San Francisco's first university, and its Jesuit Catholic mission helps ignite a student’s passion for social justice and a desire to “Change the World from Here.” For more information, please visit