Best of CASE District III Award
 

Institution: University of North Carolina Asheville

Title of entry: Drinking Water Returns to UNC Asheville Post-Hurricane Helene

About this entry: On September 27, 2024, Hurricane Helene struck Western North Carolina, forcing UNC Asheville to suspend operations, relocate students, and shift instruction online. The storm caused major infrastructure damage, including the loss of power, internet, and potable water—perhaps the most critical barrier to safely resuming campus life.

On November 13, 2024, safe drinking water returned to the campus with the support of the U.S. Army Corps of Engineers. With the restoration of safe drinking water, UNC Asheville's Communication & Marketing team launched a comprehensive integrated marketing and communications campaign designed to rebuild trust and encourage students to return to campus housing—even as classes remained online through spring.

The messaging needed to convey the return of safe, potable water while also inspiring confidence and a sense of community. The campaign featured video updates (including a Rocky-led tour of the water facility), multiple Chancellor’s Updates, a press release, an Exposure feature story, a water treatment facility diagram, social media content, and website updates.

The campaign successfully balanced transparency with warmth, excitement, and engagement. Over 800 of the 1,300 students who live on campus returned, signaling a strong Bulldog-community response. Also notably, UNC Asheville achieved a 92.8% first-time student retention rate for Spring 2025—the highest since 2015.