Public Education Focuses on UC’s Impacts
Who provides health care to more than 3 million patients a year in California? Who is helping create two million new jobs for California over a 10-year period? And who is playing a leading role in developing new sources of renewable energy for our state and for our world?
These are among the questions posed by a new public education effort being undertaken by the University of California system to better inform Californians about the many diverse ways UC contributes to their lives and to the life of California. The effort, funded by private endowment funds, was recently launched on the Web, on radio and through other information outlets.
UC enrolls more than 220,000 students each year, providing an important path for opportunity and social mobility for students from all corners of California. But the public contributions of UC go far beyond, touching the lives of literally all Californians in some way – whether through UC’s health care programs, its agricultural and nutrition programs, its presence in the K-12 schools, or its research innovations in fields ranging from transportation to alternative energy.
The public education effort, in development since last fall, uses a fact-based approach that focuses on conveying simple points about the university’s contributions to California. UC will use its own Web sites and other communications vehicles to carry these messages, but to reach broader audiences, it will use external media as well.
Elements of the effort will include:
- Web advertising on California newspaper sites and other news Web sites;
- Radio spots on National Public Radio stations in major California markets;
- A Web site with an informational video about the public contributions of UC and examples of additional ways in which the university’s work benefits California; and
- Placements in a variety of other print and electronic communications vehicles operated by the university.
The effort will be most accessible in major California media markets, including Los Angeles, the San Francisco Bay Area, Sacramento, San Diego and Fresno, though the Web component will reach out to many consumers of California news who live outside those immediate areas.
For more information, visit
. The Web site for the project will be expanded and enhanced in the coming weeks, and users can sign up on the site for updates.
Creative samples from the project can be obtained from the UC communications office.
Hume to Step Down as UC Provost
Wyatt R. (Rory) Hume, University of California provost and executive vice president for academic and health affairs, will step down from the position by this September.
In addition to his responsibilities as provost, Hume had been serving as chief operating officer for the university during the presidential transition. Hume, a longtime administrator and faculty member both in the UC system and in his native Australia, said that after a break he intends to continue working to advance higher education and health care in the United States and internationally, though he has not announced specific plans.
Hume, now 63, came to the UC systemwide administration in September 2005 as vice president for academic and health affairs. He was named provost and executive vice president for academic and health affairs in June 2006.
In August 2007 he was asked to serve as chief operating officer for the university for a transitional period following the announcement of former President Robert C. Dynes’ resignation.
As provost, Hume led a major long-term strategic planning effort for the UC system, oversaw a comprehensive review of California’s needs for growth in the health professions, and undertook a systematic campus-by-campus academic planning process.
As chief operating officer he developed an aggressive action plan, now largely implemented, for strengthening core university operations and oversaw an organizational restructuring that has led to a 10 percent cut in the Office of the President budget and a shift of another 10 percent of the budget to other locations.
In recent months he also has been the lead spokesman for the UC system in a collaborative effort with the leaders of the California State University system and the California Community Colleges to build understanding and support and receiving significant research support from the National Institutes of Health.