University senators belly up to debate 'navel' campaign

A controversial Algoma University ad campaign using a woman's navel to recruit Toronto-area students was debated for more than half an hour today at the university's senate, the group responsible for educational policy.

With a standing-room only crowd, senators and some students bellied up to discuss the pros and cons of the hot-button 'teaser' ads that the Algoma University Students' Union is demanding be pulled.

No decision was reached at today's meeting.

Senate Speaker Dr. Gayle Broad suggested, however, that senators with concerns about the ads refer them back to the departments they represent for further discussion.

Rolled out on September 14, the advertisements emphasize the Sault's distance from Toronto, using phrases such as "Put 681 kms between you and 'you're not going out in that!" and "Put 681 kms between you and 'you better be in by ten, mister!"

One department representative said that the concepts might be appropriate for flogging beer, but not to promote a Canadian university.

He said he'd heard from some students who believe that the perceived value of an Algoma U diploma is being devalued to such an extent that they're considering switching their degrees to Laurentian University in Sudbury.

Another senator saw it as a "shock and awe" campaign, indicating that he'd also heard about students wanted to transfer their degrees.

"Students who come here from Southern Ontario won’t see bare midriffs when they get here, so why are we advertising that we do?” Algoma University Students' Union Campaigns and Special Projects Director Katie Yakasovich asked earlier this week. “Radical advertising campaigns are fine, but only when they accurately portray the current demographic, and the realities of what Algoma University has to offer," Yakasovich said.

The posters and radio spots were developed by Mcdonnell Haynes, the same Toronto agency that created last year's in-your-face Colossal U campaign, which resulted by a 900 percent increase in inquiries to the Sault Ste. Marie university just three weeks after it was launched.

Deborah Loosemore, Algoma U's director of advancement and external relations, told today's senate meeting that the controversial posters are part of a "teaser" campaign aimed at capturing the attention of prospective students and opening a dialogue with them.

One former student, Erin Lemke, said the ads do what they were designed to do, and suggested there would be something seriously wrong with anyone who made a major life decision based solely on a poster.

Loosemore said that it's generally recognized that Ontario universities offer quality education and she doubted the value of the Algoma U brand could be diminished by the attention-getting posters.

Loosemore has received 10 direct or forwarded e-mails about the campaign, as well as four anonymous messages and one note taped to her office door.

She acknowledged that some oppose the ads, but said the website cited on the controversial posters has been visited by 6,000 people, of whom 2,000 have made repeat visits.

University officials have so far responded to about 75 enquiries from the website.

Visit this year's recruitment website

Algoma U is seeking to increase its enrolment by eight to 10 percent a year to achieve a sustainable and economically viable size.

One student asked where all the newly recruited students would be housed, seeing there are "exactly 12 rooms" remaining in residence.

Her question went unanswered.