Igniting Culture Change at West Virginia University
Coach burnings have been embedded in WVU culture since the 1970s. } After a big sports victory, fans usually burn a coach in celebration. } After defeating Baylor in 2014, burning of personal and public property ensued. } Riots resulted in an estimated $50,000 in damages done to the city. }
• Encouraged friends, university, and alumni contacts to share. • We will not allow a few people define the entire community.
• Impressed over 360,000 timelines and generated 1,100 tweets in less than a day. • Leveraged these stats to administration to secure buyin.
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We wanted to highlight the exciting student activities and accomplishments on campus.
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Even the 13,000 t-shirt takeover at the next game, when Game Day attended.
WVU Magazine } WVU Today } WVU Alumni Association } Charleston Gazette-Mail } Post Gazette } The State Journal } PSAs at football games }
#RespectfulMountaineer impressed over 6.2 million Twitter timelines in 7 months } Local officials reported malicious fires at a 14 year low. } #RespectfulMountaineer was last used in July 2017. } Fostered a stronger relationship between the students and the admins to resolve issues. } Created a higher level of consciousness from students about the impact of their actions. }