Sarah Vella-Labrador
Copywriter
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Reset The Code

Reset The Code, Reset The Campus

 The Reset: A change initiative created by students for students in response to rising tensions on campus. 21 advertising students worked quickly and passionately to cultivate a campus filled with respect.

The Response: In one week our Facebook page reached 150,000 people, our videos earned over 70,000 views from 40 countries, our pledge received 500 signatures in 24 hours, and we got both local and national news coverage

My Role: Writer, responsible for copy and ideation on the Reset Room. The Reset Room was a safe space where students could anonymously share a time where someone stood up for them, they stood up for themselves, or define what reciprocal respect meant to them and why it was important. 

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Above: An exciting moment when I was interviewed by Lewis Johnson about Reset the Code for the Pac 12 Network.

Tactics:

Provoke: The symbol appeared on buttons, patches, murals, stickers, floor clings, and at athletic events.

Reset: Overnight we took over the campus by covering our iconic student union building's view. The outside prompted viewers to learn more by visiting resetthecode.com

We populated resetthecode.com as well as Facebook and Twitter accounts with videos showing how injustice affects people in our community and that just one individual can make change. 

Commit: Finally, we asked people to commit by signing the pledge online and on a banner to be hung in the student union.