Community-Based Learning in Action: UW-Whitewater Advertising Students Make Real Impact
October 13, 2025
"When you put students in the room with real clients, everything changes. Deadlines matter. Strategy matters. And empathy matters most of all. That’s when they begin to understand what this work is really about."
- Michael Betker, Senior Lecturer in Advertising
“New Stories, New Beginnings”: How UW-Whitewater Advertising Students Powered a Thrifting Movement in Fort Atkinson
Senior students in the Communication Department’s Advertising Capstone rebrand St. Vincent de Paul with campus connection, sustainability, and student insight.
When senior advertising majors at UW-Whitewater walked into their capstone course this spring, they didn’t just get a syllabus — they got a client. And a challenge.
St. Vincent de Paul Fort Atkinson, a long-standing community thrift store and nonprofit, needed help standing out in a crowded resale market. A new Rainbow Hospice thrift store had opened nearby, donations weren’t meeting shopper expectations, and their digital presence? Nonexistent.
What followed was a semester-long, student-powered campaign that didn’t just aim to boost store traffic —it reimagined what a thrift store could mean to a new generation of shoppers.
The campaign’s big idea — The Good Threads Exchange — was designed specifically for college students. It created a loop: students donate stylish clothes, show their HawkCard, and receive a double-stacked discount up to 25% off. More donations meant better merchandise, which meant more shoppers, and a stronger store brand overall.
Students also proposed a revamped Instagram presence, pop-up shops on campus, bilingual marketing materials, and a new slogan: “New Stories, New Beginnings.”
A campus-wide survey revealed that over 70% of UWW students thrift three or more times per year, with more than half shopping seven or more times annually. But most students weren’t even aware that SVDP offered a 25% HawkCard discount — a missed opportunity turned into a campaign centerpiece.
For students, the takeaway went beyond credits or campaign decks. They rose to the occasion because the work mattered.
Roar Like a Lion: Advertising Students Help Whitewater Lions Club Find Its Voice with a New Generation
Intermediate copywriting students in Advertising Copywriting and Layout give a century-old service organization a modern voice—without losing its heart.
This past spring, students in Advertising Copywriting and Layout were tasked with a deceptively difficult challenge: how do you convince Gen Z that a 100-year-old service organization like the Lions Club still has something urgent and meaningful to offer?
Several campaigns started with a question: What if the very things young people are worried about—climate change, inequality, mental health— could be the fuel for action instead of just anxiety?
That led to a defining insight: students want to help, but they don’t always know how. They need an entry point that feels authentic and attainable.
One team developed the slogan: “Let ‘em hear you roar.” Another coined: “Roar Like a Lion. Help Others See Like Eagles.”
Campaigns included: a radio ad styled like a dating profile — “Swipe Right on Service”; a TV spot that juxtaposed the noise of modern life with the clarity of giving back; guerrilla ads like “It’s Hard to Hide a Lion”; and campus activation ideas like pop-up stands and branded giveaways.
One team centered their campaign on a simple but profound idea: Help yourself by helping others.
This wasn’t just a client - it was a legacy. And students stepped into that legacy with thoughtfulness, creativity, and vision.
"Working with the copywriting students was fun and educational for us old Lions. They've given us insights on how a venerable organization can connect with the younger generation, and communication materials that will help us to do so."
– Howard Rothstein, Lions Club
Fairhaven: Where the Golden Years Begin with a Golden Retriever— and a Great Ad Campaign
Intro-level students in Electronic Media Copywriting bring warmth, creativity, and community spirit to a beloved senior living campus.
This past spring, students in Electronic Media Copywriting were paired with Fairhaven Senior Services, a life-plan community in Whitewater. Their job: reintroduce Fairhaven to the public in a way that reflects both care and vitality.
One campaign led with a clever twist: Step Into Your Golden Age. Guided by a fictional golden retriever mascot named Goldy, the campaign welcomed viewers into a place where comfort meets community.
Other teams highlighted Fairhaven’s real-life partnerships with UWW students, including bingo nights with football players, art classes, and movie nights. The result was a deeply personal and joyful depiction of what it means to age in place—with connection and dignity.
Students crafted radio, TV, and social media ads that resonated with both seniors and their families. Key messaging included: a new chapter, not the last; grow in place; and Fairhaven: where fun meets friendship.
"When engaging with UW-W Classes/Professors for CBL projects, it isn't just a win for one side, it benefits all involved. At Fairhaven, we have been able to take some of the suggestions/advice from students and incorporate that into some of our messaging/communications. It is a valuable opportunity to learn for all involved and we are extremely grateful for each and every opportunity. I can't imagine not being a part of CBL."
- Brian Robinson, Director of Marketing & Community Relations & Leisure Services, Fairhaven Senior Services
Because Electronic Media Copywriting is an early-level course, this was the first time many students had written for broadcast. They brought humor, warmth, and even whimsy to their storytelling — without sacrificing respect.
For Instructor Michael Betker, the project was personal. “Fairhaven is in our community. Some students have family ties to it. That made the stakes real.”
Department Chair Dr. Kathy Brady echoes the importance of Community-based Learning. “CBL takes students out of textbook case studies into the real-life challenges of clients with real-world challenges. Our students learn through helping others, which is very powerful.”
Three campaigns, three different clients — but one unifying message: when students are given purpose-driven work, they rise. Every time.
Join Us—Where Creators Find Their Voice
At the University of Wisconsin-Whitewater, the Advertising program is part of the Department of Communication in the College of Arts and Communication.
If you’re a student who wants more than just a grade—who wants to make something real, tell stories that matter, and see your work out in the world—we invite you to join us.
At UW-Whitewater, advertising isn’t just theory. It’s practice. It’s purpose. It’s a creative path that begins in the classroom but leads directly into the heart of the community.
Whether you’re interested in copywriting, campaign strategy, digital storytelling, or brand design, there’s a place here for your voice. You’ll work with real clients. You’ll solve real problems. You’ll build real confidence.
And along the way, you’ll discover what many of our students already have: when you create with care, courage, and intention—you don’t just learn. You grow.
“At UW-Whitewater, advertising students don’t just learn to communicate—they discover why it matters. With clients, campaigns, and courage, they step into their own stories and help others tell theirs. The classroom is only the beginning. If you’re ready to test your creativity and lead with compassion, you belong here.”
— Michael Dugan, Dean, College of Arts & Communication
Contact us
Department of Communication | 262-472-1324 | uwwcomm@uww.edu