Rewrite Not Reclaim

How can we change a school’s tradition that’s rooted in racism?

My Role: Project Director, Creative Strategist, Art Director
With: Peyton Young, José A. Castillo, Camille Johnson, Connor O’Neil, Faith Castle
Duration: 2.5 Months

Background


For over a century, “The Eyes of Texas” has been the alma mater of The University of Texas at Austin. Sung at sporting events, graduation ceremonies and more, the song has been a staple of the UT experience. But in doing this, UT has upheld a song with an undeniably racist history. “The Eyes of Texas” premiered at a minstrel show on UT’s campus in 1903. The lyrics are tied to the white supremacist beliefs of Robert E. Lee. Even the melody has racist connections

The Idea


Amplify the voices of UT students and showcase the overarching theme - times have changed. Current students don’t feel pride when singing a song that is meant to bolster school spirit. It is our responsibility to listen to the voices of students. They are the life and culture of the university.

Results


100k+ Total Social Media Impressions
1.4k+ Petition Signatures 
15+ NCAA Athletes Engaged

Featured/Mentioned in:
USA Today
Austin Statesmen/USA Today
The Daily Texan


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