Campaign style around the year theme
At Utrecht University, we aim to make an impact on societal issues by collaborating and sharing our research and results. Working with a yearly theme enables targeted communication, creating opportunities for desired profiling and increasing our impact.
The year theme 2025 is Healthy Planet. View the landing page here. To unify all initiatives around Healthy Planet, we developed a campaign style. This way, we make sure that all communication around the year theme is recognisable and strengthens each other. Together, we make more impact than with our own, isolated initiatives.
Label 'Healthy Planet'
To better group all initiatives related to the annual theme, we are adding a "Healthy Planet" label to all communications. This label is represented by an asterisk. For example, if you publish an article or news item on uu.nl that falls under this theme, you can place the asterisk image next to the first paragraph. It can be found in the CMS under the name "uu-annual-theme-2025-asterisk.png." At the bottom of the page, you can add the following call to action text. It can be found in the CMS as paragraph type "Reusable content" with the name "UU-2025-Jaarthema-CTA". It is available in two languages.
Call to action:
Photography
To visually represent the annual theme, a photography concept has been developed. This not only brings the theme to life but also ensures recognition and cohesion in communication.
The chosen photography concept is Human and World. This concept highlights the interaction between humans and their environment, emphasizing the impact of human actions—both positive and negative—on the broader world. Visually, this is translated into images where humans are always present but not the central focus. By using wide shots, a broader perspective is provided, positioning humans within the context of their surroundings. This creates a striking contrast that underscores the interconnectedness between humanity and the environment. Below are some sample photos to give you an idea.
Within the chosen photography concept, the asterisk plays a prominent role as a visual label for the annual theme Healthy Planet. The asterisk has been incorporated into the images to strengthen the cohesion between all communications.
In the Material Bank of our Brand Platform, you can find images featuring the asterisk. These photos are free to use, provided they are used for communication related to the annual theme. All images comply with GDPR requirements. Below are some sample photos to give you an idea.
The images can be downloaded via the following links:
Photography
To visually represent this year’s theme on social media, we have developed special social media labels. These labels can be placed over photos and social media posts to create extra recognition and cohesion.
By positioning them subtly in corners or as accents on images, the core of the photo remains visible while reinforcing our message. This ensures a consistent, visually appealing look that effectively communicates the theme across various social media channels. Below are some social posts showcasing the labels in use.
The labels can be downloaded via the following links:
Content
The landing page features a collection of curated and existing content. This page is managed by the Communications Directorate based on a content calendar. If you have content that aligns well with the annual theme, you are welcome to use the brand elements.
If you’d like your content to be featured on the landing page, please contact the project leader, Annemarie Klop.
- Annemarie is the Coordinating Strategic Advisor for Corporate Communication at the Communications Office (University Corporate Offices).