Love, Colorado reimagines how a university system communicates its value by starting with a simple question: What do you love about Colorado? The University of Colorado System responded with a digital storytelling campaign that connects Coloradans’ passion for their state with CU’s four-campus impact on the landscapes, communities, and innovations they cherish.
The campaign’s digital hub, LoveColorado.com, serves as both a storytelling platform and a participation mechanism, inviting visitors to share their Colorado stories while discovering CU’s statewide contributions. Instead of leading with institutional messaging, the site centers on authentic narratives of how CU advances what Coloradans value most—from protecting natural resources to driving economic growth.
This audience-first approach has generated remarkable engagement: 34+ million impressions, 87,000+ website clicks, 470+ user-submitted stories, and a monthly social media reach exceeding 1.6 million. The campaign successfully unifies CU’s four distinct campuses under a cohesive narrative while demonstrating their collective impact across urban and rural communities alike.
Love, Colorado represents more than marketing—it’s a movement that reframes the relationship between Coloradans and their flagship university system through compelling digital storytelling that resonates with state pride and shared values.
