Ad, Design Students Pull an All-nighter for a Cause

Radford University advertising and graphic design students joined the American Advertising Federation Roanoke chapter recently for a 24-hour marketing and public service campaign known as CreateAthon.

The event began Sept. 8, at Virginia Western Community College, where about 40 volunteers offered their creative services to benefit nonprofit organizations. Projects included radio and video spots, brochures, direct-mail pieces, posters, Web design, mobile site design and social media strategy and execution.

Eight Radford advertising and design students joined in the work-around-the-clock creative blitz to help agencies that had applied for help with their communication needs. Students were encouraged to participate by Instructor Leigh Anne Kelley, who teaches media studies classes in RU's School of Communication and is an AAF member.

"It's a great way for students to get an overview of the industry in a compressed time frame," Kelley said. The students were able to attend recording sessions and photo shoots, write copy and help with brainstorming and design. Their work was included in a presentation to clients on Sunday.

Advertising major Hunter Thompson, president of the Radford Ad Club, said, "We got a chance to see the entire creative process step by step and work with professionals who do for a living what we're studying in class. We got to contribute to a creative campaign that will impact nonprofits and interact with real people in the community."

The American Advertising Federation is a national advertising trade group devoted to the business of advertising. Its membership comprises professionals in the fields of graphic design, marketing, TV and radio, photography, printing, Web design and more.