Withdraw 'embarrassing' ads, Algoma U student leaders urge

NEWS RELEASE

ALGOMA UNIVERSITY STUDENTS' UNION

************************* Students’ Union calls for removal of ‘embarrassing campaign’

SAULT STE. MARIE, ON - Algoma University Students’ Union is calling upon the AU Administration to pull the ‘681 km away from home’ campaign as a result of an unprecedented amount of comments and concerns raised by students.

The Students’ Union is calling for the advertising campaign to be replaced with a positive campaign reflecting the many positive geographical and institutional attributes that are marketed more extensively in Northern Ontario. “Where’s the connection between the images they are portraying and the reality of our culture at the university?” said AUSU Campaigns and Special Projects Director Katie Yakasovich. “Radical advertising campaigns are fine, but only when they accurately portray the current demographic, and the realities of what Algoma University has to offer. Students who come here from Southern Ontario won’t see bare midriffs when they get here, so why are we advertising that we do?” The current front-line advertising campaign does not acknowledge either the diverse cross-section of nationalities that are represented at the university, nor does it reflect the university’s special mission or dedication to Indigenous studies.

While it has been acknowledged that focus groups were used in the production phase of this campaign, the student body has been very vocal regarding culturally insensitive radio advertisements. The Students’ Union recognizes that the University feels that a shock campaign is most effective in hitting enrolment targets.

However, the campaign has led to disruption both on campus and in the classroom by disgruntled students who oppose the means by which the university is willing to compromise the ‘first impression’ of the institution.

Many students and recent alumni with Algoma University degrees have voiced opposition to this campaign as they feel that it compromises their marketability in the Southern Ontario job market as well as the graduate studies community. Notions of embarrassment were communicated at yesterday’s town hall meeting.

Students who forwarded their sentiments to External Relations regarding the ads were ensured that their comments would be considered in the evaluation phase of the campaign. The Algoma University Students’ Union is calling upon the AU administration to re-evaluate whether or not the means of which they are recruiting is worth the consequences the campaign will have on student satisfaction and retention.

Algoma University has yet to respond to these concerns.

************************ Earlier SooToday.com coverage of this story

Put 681 km between you and your parents (updated) Algoma U students to hold ad campaign meeting