Students arriving in Kingston for the new school year last month saw a new slate of ads on their social media feeds, promoting a healthy, safe, and considerate fall term. Queen’s has launched Building Community Together, a three-part campaign promoting responsible conduct, the university’s safety and harm reduction supports, as well as its sexual violence prevention and response services.
“The start of a new school year is an exciting time for everyone,” says Ann Tierney, Vice-Provost and Dean of Student Affairs. “Students are meeting and reuniting with friends and settling into residence or off-campus living. These are important transitions. We want our students to have fun, but be mindful of safe and respectful socializing, which is part of the university experience.”
The campaign first introduces Building Community Together to encourage students to start the new school year safely and respectfully. This ad directs students to a webpage that includes information and resources related to off-campus gatherings, and wellness services.
A second group of ads promotes awareness of the Campus Observation Room (COR) — an on-campus, confidential overnight alcohol detox service for Queen’s students — as well as safe drinking tips from peers.
In support of the university’s work to create a campus free of sexual violence, a third ad promotes a ‘community of consent’, and points students to information on seeking help and supporting survivors if faced with sexual violence. With the message Give Help, Get Help, the ad direct students to key information and links to highlighted services.
The campaign was developed in collaboration with the Sexual Violence Prevention and Response Services office, Student Affairs, the Alcohol Working Group, the Alma Mater Society (AMS), Facilities, and a student focus group and community representatives.
“Throughout the year, Queen’s students work hard to excel at their studies, and to make a positive impact in the local community through volunteerism, fundraising, and more,” says Teri Shearer, Provost and Vice-Principal (Academic), referring to a recent impact study that showed Queen’s students contribute significantly to the local economy, and donate substantial time, expertise, and resources to local non-profit organizations. “As we welcome students back to campus, we want to be sure they have the information they need to do their part as new members of the Kingston region, and to approach the school year in safe and healthy ways.”
The campaign, which builds upon the university’s ongoing cooperation with city partners to promote safe social activities and help prevent large unsanctioned gatherings, will appear throughout September and October on Instagram, TikTok, Facebook, and Snapchat, and in targeted online ads. It will boost its messages around key celebratory activities, including move-in, Fall Orientation, Homecoming, and Halloween. The Building Community Together message also appears on the pole pennants along University Avenue.