Duke University

Talk about a tall marketing challenge: In the same year that the much-maligned Duke University Men’s Lacrosse team overcame overwhelming negative publicity and false criminal charges to come within one point of the national NCAA title, several Duke alumni decided to set the record straight with a national blitz of congratulatory ads. For that task, they tapped Brand+Aid. The full-page, spot-color ads ran in USA Today, New York Times, Washington Post, Wall Street Journal, several major NC newspapers and national sports magazines. The resulting online and social-media support for the ad was overwhelming.

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