Interpretation: We are creative problem-solvers. We use our imaginations to set things in motion and to find new ways of doing things.

Synonyms: intellectually creative, inventive, original, imaginative, innovative, resourceful.

Content that highlights our creativity

• Creative solutions and fresh thinking
• Stories that highlight a new way of doing things
• Examples of innovation in thinking, learning, or research

Writing Tips

• Use fresh, energizing language
• Avoid “impact” as a verb. “Affect” or “influence” are often better choices. If you can put an article such as “an” or “the” in front of “impact,” then you are using it right, as a noun.
• Show, don’t tell. Instead of just conveying information, give context that allows the reader to put themselves in the subject’s shoes.
• Avoid mundane quotes. It’s OK to paraphrase quotes so the statement is more interesting or has more context.

Interpretation: We dig deep in our research and education to confront the world’s most pressing health challenges. We tackle those challenges head-on, and don’t stop until we’ve uncovered truths that lead to actionable solutions. We spark conversations and set the agenda.

Synonyms: diligent, accurate, precise, conquering, expert, dedicated, passionate, confident, careful, conscientious, thorough.

Content that highlights our rigor

• Student success as a result of the high level of education received at SPH
• Stories that showcases the thoroughness of our research and how it shapes and reshapes the field of public health
• Profiles of  faculty, staff, students, and alumni who are changing the field

Writing Tips

• Give context around issues. Frame up the problem and then explain how we are solving it
• Omit the word “help” as a verb, when possible.

Interpretation: We move research into action and are committed to to solving problems. We are driven by a passion to make a difference.

Synonyms: driven, productive, ambitious, bold, tireless, irrepressible, persistent.

Content that highlights our determination

• Solution-focused research and work
• Examples that translate research into action
• Stories about how our research has an impact on the field of public health
• Striving to solve problems and discover truths

Writing Tips

• Use active, not passive, voice
• Omit text that gets in the way (such as adverbs, words that end in -ly). Adverbs serve a purpose when they change the meaning, but omitting them can make your writing more direct.
• Lead with the point, put most important words and ideas first. Avoid wordiness.
• Make research headlines relatable, attention-grabbing, and “news you can use”
• If possible, include sources who are or may be affected by our work, such as citizens, community partners, or researchers.

Simply put: we care. We are all in this together and have a deep sense of goodwill.

Synonyms: sincere, straightforward, approachable, authentic, caring, accessible.

Content that highlights our genuine spirit

• Stories focused on our culture of support and how this support affects students, faculty, staff, alumni, and the community
• Stories about the people behind the research

Writing Tips

• Be conversational
• Don’t make your reader work too hard to understand your story
• Use sincere, familiar language

Interpretation: Our commitment to social change is at the heart of what we do. We aspire to be forward-thinking thought-leaders. We drive innovative and inspirational solutions. We live in a politically and socially progressive community.

Synonyms: unbound, unconstrained, independent, open, liberal, free, not boxed-in, socially conscious.

Content that highlights our progressiveness

• Stories about innovation and that showcase different perspectives
• Inspirational stories
• Ways in which we’re doing things in a different way and pushing the intellectual envelope

Writing Tips

• Be future-focused to highlight how current work will influence future populations, policies, etc.