by Brianna Crandall — February 11, 2015—The American Institute of Architects (AIA) launched last Sunday a three-year integrated campaign designed to re-connect the public with architecture and position new generations of architects as catalysts of growth and visionaries for renewal. AIA hopes the campaign will encourage viewers to first call an architect when considering any type of design or build project.
The initiative, a first for AIA, cuts across all platforms—social media, digital marketing, broadcast and print advertising. It kicked off Sunday on CBS’s “Face the Nation” and “Sunday Morning,” and NBC’s “Meet the Press,” and will repeat February 15 and 22. Beginning February 9, the ad will be broadcast through April 20 on CNN, CNBC, and Fox News. The spot will also run during PGA Golf on CBS, and the AT&T Pebble Beach National Pro-Am. The full schedule is available online.
The campaign’s theme, “Look Up,” capitalizes on the original thinking architects bring to solving problems—the ability of architects to imagine and visualize, and, literally, look up to find solutions. The campaign highlights the unique perspective architects bring to the global challenges the world faces, and encourages the public to “appreciate and be inspired about the architecture around them,” notes Roy Spence, CEO of The Purpose Institute purpose-driven marketing and communications firm of Austin, Texas.
“We are undertaking this campaign—which was months in the making—to not only change the perception of architecture and architects among the public, but to also place the architect back into the national discussion on infrastructure, economy, the health of communities, and the future of our country,” explains AIA CEO Robert Ivy, FAIA.
“Our overarching goal with this campaign is to make sure that when clients are considering whether to design or build anything, the first call they make is to an architect,” adds AIA President Elizabeth Chu Richter, FAIA. “We have the skills, talents and creative thinking that is best for a holistic approach to the design and building process.”
The social media element of this campaign began in late 2014. But in 2016, AIA will roll out a bigger public awareness push that includes two new ad campaigns, industry briefings, legislative advocacy, emerging professionals support and additional media. The target audiences are: AIA members, AIA component leaders, volunteer leadership, emerging architect professionals, influencers, community of practice, media, policymakers and the general public.
Founded in 1857, the American Institute of Architects (AIA) consistently works to create more valuable, healthy, secure, and sustainable buildings, neighborhoods, and communities. Through nearly 300 state and local chapters, AIA advocates for public policies that promote economic vitality and public wellbeing. Members adhere to a code of ethics and conduct to ensure the highest professional standards. AIA provides members with tools and resources to assist them in their careers and business as well as engaging civic and government leaders and the public to find solutions to pressing issues facing communities, institutions, the nation and the world.
