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U.S. Architects Design a Higher Profile

Monday, February 9, 2015

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Aiming to firm up their seat at the national table on design and building matters, U.S. architects are launching their first public awareness campaign of their profession and role.

The three-year initiative by the American Institute of Architects, announced Wednesday (Feb. 4), is designed to reconnect the public and policymakers with the profession.

The initiative, called Look Up, is a first for the 158-year-old organization and will play out on multiple media  platforms.

Bringing Architecture Back

“We are undertaking this campaign—which was months in the making—to not only change the perception of architecture and architects among the public, but to also place the architect back into the national discussion on infrastructure, economy, the health of communities, and the future of our country,” said AIA CEO Robert Ivy, FAIA.

AIA says it wants to position new generations of architects as catalysts of growth and visionaries for renewal with the campaign.

“Our overarching goal with this campaign is to make sure that when clients are considering whether to design or build anything, the first call they make is to an architect,” said AIA President Elizabeth Chu Richter, FAIA.

“We have the skills, talents and creative thinking that is best for a holistic approach to the design and building process.”


The television piece of the campaign was scheduled to kick off Sunday (Feb. 8) with 30-second spots on CBS’s Face the Nation and Sunday Morning and NBC’s Meet the Press.

Beginning today (Feb. 9), the ad will be broadcast through April 20 on the cable news networks: CNN, CNBC, and Fox News, according to AIA.

Elizabeth Chu Richter

"[We want to] make sure that when clients are considering whether to design or build anything, the first call they make is to an architect,” said AIA President Elizabeth Chu Richter, FAIA.

"[W]e realized early on that we needed to get the public—the country—to also look up—to see, appreciate and be inspired about the architecture around them," said Roy Spence, CEO of The Purpose Institute, an Austin, TX, marketing firm that developed the campaign.

The social media element of the initiative began in late 2014.

The institute plans to roll out a bigger public awareness push that includes two new ad campaigns, industry briefings, legislative advocacy, emerging professionals support and additional media in 2016.


Tagged categories: American Institute of Architects (AIA); Architects; Architecture; Associations; Business conditions

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