Echo From the Buttes: Old tradition, new name
Strategic Communications Planning
Background
Whitewash the “A” is a tradition that has been around for more than 80 years and represents the start of the new academic year. It’s been part of ASU Welcome Week and one of the first ASU traditions incoming freshmen participate in at ASU.
This year, in collaboration with ASU's Indigenous student group, faculty and staff, the decision was made to change the name of the event as a way to acknowledge the history of Hayden Butte and the people who occupied present day Tempe. The name change also comes at a time when preservation efforts are being executed by the City of Tempe.
Goal
To implement strategic communication messages with the goal to:
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To educate the ASU and surrounding community about the history of Hayden Butte
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To highlight the university's diverse student population, university traditions and its mission of inclusivity
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Maintain alumni affinity