UCLA – Every/One

Los Angeles is an inherently dynamic environment and diversity has always been a part of UCLA’s DNA. UCLA has been and continues to be all inclusive. Some would even go as far to state that Diversity is one of the key elements that fuels UCLA’s excellence. The issue of diversity is a multifaceted topic that involves myriad stakeholders and one that should be considered in every step. A “Climate Survey” revealed that campus was perceived as insufficiently welcoming, and some incidents on campus had exposed tensions and fueled perceptions that UCLA lacks a commitment to equity and inclusion. Much of the good work that goes on at UCLA was being eclipsed by punctuations of crisis and conflict that was generating the most attention. Leadership approached the marketing department to analyze the situation and make recommendations on how to reinforce the university’s commitment to equity, diversity and inclusion as a core value at UCLA. We quickly went to work outlining ways to foster a positive campus climate/ecology that is welcoming, inclusive, respectful and supportive of all members of the UCLA community. We wanted to shift internal and external perceptions of UCLA and of the story being told about UCLA, but most importantly we wanted to ensure a healthy all-inclusive environment so that everyone felt welcomed and understood. We realized quickly this was NOT a marketing initiative and not a campaign. This was an opportunity to engage with multiple entities across campus to ensure the university was practicing what it advocates. Several initiatives came from the exercise including one multi component effort referred to as: EVERY/ONE. EVERY/ONE was about building bridges and connecting one viewpoint with another. Knowing that micro-aggressions can add up to have a macro effect, this concept flipped the script. It was about building support for students, creating micro-connections that inspired reflection, encouraged sharing and uncovered common ground. Taking individuals—diverse, vibrant, colorful, vocal individuals—and connecting them with one another. Here, in this microcosm of the world—micro-connections can turn the tide, and create deeper understanding of one another.