Award: Gold

Institution: University of Washington

Title of Entry: We Are First Generation Poster Series

About this Entry: The University of Washington Tacoma takes pride in serving students who are the first in the family to attend college. In autumn 2019, 56% of UW Tacoma students identified as being first generation. Many UW Tacoma staff and faculty are also first generation. First-gen students face their own particular set of challenges that could prevent them from completing their degrees. Research has shown that using marketing and communication to build awareness and a sense of common purpose can help first-gen students overcome societally-generated fears of inadequacy and inability. The campaign helps validate the experiences of first-generation students and lets them know that they are not alone and that we celebrate their presence at UW Tacoma and honor their contributions. Specifically, we have drawn on research to identify six key aspects of community cultural wealth that first generation students bring to campus (Yosso, 2005): Aspirations, Family ties, Social connections, Multilingualism, Navigational skills, and Resistance (advocacy and social change). The “We Are First Generation” campaign posters feature each subject, their degree(s) and an inspirational quote that ties into Yosso’s aspects. In tandem with a website and social media, the campaign presents positive profiles of students, faculty, staff and alumni who are first-generation with the intent of breaking down stereotypes, destigmatizing and celebrating what First Gen individuals bring to the UW Tacoma community.