“Be remarkable” is the theme of an ongoing campaign to share the achievements and opportunities that define The University of Iowa. This campaign is about telling our University's story—and the stories of the people who shaped the University’s history and build its future.

In 2005, The University of Iowa contracted Iowa-based advertising agency Henry Russell Bruce to develop a campaign that would convey the University's vitality and value, attract promising students and faculty members, and raise the institution's statewide, regional, and national profile. The resulting Be remarkable campaign offers a concise message to promote the University and its component colleges, departments, and programs.

Advertising is one element of the campaign. But the Be remarkable tagline, themes, and images also appear in University publications, web sites, and other communications venues. Variations on the Be remarkable message are tailored to reach all sorts of audiences.

In marketing terms, the Be remarkable campaign is a branding platform, an effort to emphasize the University's strengths, achievements, and other elements that distinguish it as a major research university. This campaign offers a marketing framework for The University of Iowa as a whole and for the individual University units that adopt it.