We appreciate the Minnesota DailyâÄôs coverage of the University of MinnesotaâÄôs Driven to Discover marketing campaign for 2011-12 and read with interest the Nov. 22 editorial, âÄúDiscover the right message.âÄù

To clarify, our campaign is aimed at MinnesotaâÄôs citizens and opinion leaders, particularly current and potential volunteers, donors and advocates for the University.

So far, Driven to Discover has achieved real results for the University with these opinion leaders, as well as with legislators and the general public. The Nov. 16 Daily article, âÄúWith budget trimmed, U stays Driven to Discover,âÄù explains this.

Since the campaign launched in 2006, statewide public opinion polling has shown significant increases in positive public perception and message awareness. These measures have increased each year of the campaign.

When the campaign went into hiatus in 2009, positive perception and message awareness declined. When we returned to the marketplace in 2010, awareness and positive perception rebounded.

In its first three years, the campaign highlighted University research on topics like AlzheimerâÄôs disease, organ transplants and human aggression. This yearâÄôs advertisements focus on studentsâÄô experiences at the University, beginning with the first day of school and fast-forwarding to the students discovering their academic interests and passions.

From its inception, Driven to DiscoverâÄôs goal has been to tell Minnesotans our story and succinctly describe our mission.

The need to discover is part of our collective DNA at the University. Every day we advance amazing, life-changing discoveries through our research, teaching and service. ThatâÄôs a story we take pride in telling.