Why the “Calling All Ducks” Ad Hit Me Differently (Unit 2)
There are plenty of college commercials available, but few get you to feel anything. When I first saw the University of Oregon's "Calling All Ducks" ad, it did not attempt to sell me figures, dormitories, or cool lecture halls. It spoke to individuals like me—athletes, dreamers, misfits, and late bloomers—people searching not only for a university, but for a place to become. The ad's message wasn't one of the rankings. It was one of identity, belonging, and belongingness. And truthfully, that overshadowed any "Top 10" designation ever could.
Post-COVID, that kind of message hits harder. The pandemic didn’t just disrupt classes—it impacted mental health in ways we’re still unpacking. According to the CDC, more than 60% of young adults experienced anxiety or depression during the height of the pandemic. That stat is scary, but it also explains why so many students today are looking for more than academics—they want connection and support. Inside Higher Ed points out that colleges that make creating a sense of belonging a priority allow students to succeed, especially underrepresented ones. Oregon's ad wasn't just revolutionary—it was healing. It reminded us that college can still be where you find yourself and your people even after decades of self-doubt.
Works Cited
“Six Ways to Promote Belonging Among College Students.” Inside Higher Ed, 30 Aug. 2024, www.insidehighered.com/news/student-success/college-experience/2024/08/30/six-ways-promote-belonging-among-college
Centers for Disease Control and Prevention. “Mental Health, Substance Use, and Suicidal Ideation During the COVID-19 Pandemic — United States, 2020.” Morbidity and Mortality Weekly Report, vol. 69, no. 32, 14 Aug. 2020, pp. 1049–1057. www.cdc.gov/mmwr/volumes/69/wr/pdfs/mm6932a1-H.pdf.
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