The we10 young alumni program spans 10 years – a big span of time. Since it was near graduation and more recent campaigns were geared to the older side of young alumni Spire2 aligned this campaign to the younger side and celebrated the fact that almost 29% of young alumni have given. We made the campaign more interactive by using QR codes to link people to Facebook presence. In the creative brief we were asked to develop something that could be used for young alumni and general alumni. Check out the Spring 2011 General campaign and you will notice that the copy and message is almost identical helping to reduce creative costs.