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Michigan State University is featured in a new Big Ten ad campaign, “We Are Here,” emphasizing its $474 million research portfolio and statewide economic impact.
Big Ten Ad Campaign Spotlights Michigan State University Research and Public Contributions
Michigan State University will take center stage in a new Big Ten Conference advertising campaign that highlights the role of research universities in addressing health, food security, technology, and economic challenges.
The 30-second spot, titled “We Are Here,” will premiere during this week’s season-opening football games across the Big Ten Network and other outlets. It builds on the long-running “Maps” ad series, shifting the focus toward innovation, research, and community impact.
The initiative is designed to showcase the contributions of all 18 Big Ten member schools, which collectively educate more than 817,000 students and conduct $19.6 billion in research annually.
Michigan State University’s $474 Million Research Portfolio and Local Benefits
At the heart of the campaign is Michigan State University (MSU), home to more than 50,000 students from all 50 states and every Michigan county. In 2024, MSU deployed $474 million in federal research dollars, supporting more than 3,000 researchers at over 100 institutes and centers.
University officials estimate that for every dollar invested in public research, more than two dollars return to the economy. This ripple effect supports jobs and strengthens Michigan’s economic base. The school’s research has included advances in agriculture, new cancer treatments, and microchip security.
“Nearly six decades ago, a research breakthrough at Michigan State University changed how the world treated cancer,” said MSU President Kevin M. Guskiewicz, Ph.D. “Today, research at MSU ranges from developing new treatments for pancreatic cancer to enhancing security by testing the next generation of microchips to developing more resilient crops that help lower food costs.”
National Leadership in Research with Michigan Roots
MSU’s contributions reflect a broader trend among Big Ten universities to highlight public-facing research. The new ad builds on MSU’s “Research for You” campaign, which explains how discoveries at the university improve health outcomes, food production, and economic competitiveness.
The Big Ten Academic Alliance, which coordinated the campaign, said the first ad in a planned three-part series was created by university communications staff across the conference. Future installments will include footage from all member institutions.
Darryll J. Pines, President of the University of Maryland and chair of the Big Ten’s Council of Presidents and Chancellors, praised the collaboration. “We are proud to be a part of an alliance that shares our dedication to student-athlete success and research for the public good,” Pines said.
Michigan Audience Significance and Broader Implications
For Michigan residents, MSU’s visibility in this campaign reinforces the institution’s direct role in local life. With students from every one of the state’s 83 counties, its footprint extends far beyond East Lansing. The federal research dollars invested at MSU represent not just campus growth but support for Michigan’s health care systems, agricultural communities, and manufacturing sector.
Public universities are also navigating a more competitive funding landscape. Federal support for research remains central to sustaining U.S. leadership in science and technology, and ads like “We Are Here” are part of a broader strategy to remind the public of the tangible benefits of that investment.
Related Michigan and National Context
The Big Ten’s campaign comes at a time when universities nationwide are competing for research dollars and grappling with questions about their role in economic and social development. Michigan has emphasized higher education’s role in job creation, workforce readiness, and innovation hubs like the MSU-Fraunhofer research collaboration.
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