Advertising students create real-life client campaigns through Sandage Project capstone course

“The students put together impressive campaigns for each, and the clients were very happy,” said senior lecturer of advertising Marisa Peacock.

The eight-week service-learning capstone provides advertising majors an opportunity to develop ad campaigns for a nonprofit or local community partner. Clients may use any campaigns or assets produced.

Cooper Haynes, a senior in advertising, was part of the Lincoln250 team, which developed a full  digital platform, including a website and Instagram page, that organizes, interprets, and presents Lincoln-era history in a modern, accessible format.

“Working with my team and actually being divided into roles with goals and objectives that we set for each member was really nice for having a bit of insight into how team dynamics work at real agency and company jobs,” he said. “Navigating problems [with] people having different ideas of how to approach things was also a great experience for preparing for the industry as well.”

Throughout the course, students meet clients to understand the organization and campaign goals, then complete a discovery report analyzing the target audience, brand, and competitive landscape. These insights inform the campaign strategy.

Teams pitch three campaign concepts to the client and based on feedback, select one to develop further. Students refine the creative and media strategies and present a final campaign in the last week.

Three student teams collaborated to strengthen the visibility and impact of H3 (Harm, Healing, Hope), a coalition of organizations, businesses, and individuals in Champaign County dedicated to ending community violence. Together, these groups produced a cohesive set of recommendations to help H3 share its story, reach its audience, and transform its mission into a broader movement.

Jamaira Williams, a senior in advertising who worked on the H3 campaign, said she learned the true lesson of the Sandage course wasn’t about selling a product, but selling a feeling.

“Advertising is, at its core, the purest form of storytelling. Every brand color, every word chosen, is a mirror, because people crave to see themselves reflected in the world. We’re not crafting fiction, we’re guiding real brands and real livelihoods,” she said. “The moment you respect the reality of their brand, you transition from student to professional.”

Clients for the Sandage Project are selected based on their ability to support meaningful, real-world public engagement experiences for students. Ideal clients are community partners—on or off campus—who are open to authentic collaboration and willing to actively engage with students throughout the process. Their mission or campaign should benefit from storytelling that creates emotional connection, often through real community voices or narratives.

Natalie Circolone, a senior in advertising, worked as the creative director for the EARS Effingham Animal Rescue Sanctuary, positioning the rescue as a transparent, caring, foster-based organization that helps people “write the next chapter” in each animal’s life by adopting or fostering. The team also helped to increase awareness and engagement through social media storytelling and small, tangible touchpoints like stickers and goodie bags that keep EARS visible in the community.

“The Sandage Project gives seniors in advertising a real opportunity to work in an agency setting, with designated roles and a real client,” Circolone said. “Through this project, I gained hands-on experience planning and executing a creative campaign, applying skills I’ve developed over the past four years in advertising courses. The opportunity to create something meaningful for such a great cause was a rewarding experience.”