The University of Alabama at Birmingham is highlighting its commitment to helping current and future students achieve their goals and create better tomorrows through a new student recruitment campaign, Blaze a Brighter Future.
The Blaze a Brighter Future campaign highlights the transformative opportunities available to Blazers, from nationally recognized academic programs, such as the highest-ranked nursing program in Alabama, to state-of-the-art facilities like the Frances and Miller Gorrie Hall.
“This exciting new campaign conveys the distinctive student experience and unique opportunities UAB offers — on campus and in our community — to blaze one’s own singular path to success,” said UAB President Ray Watts, who received a bachelor’s degree in biomedical and electrical engineering from UAB in 1976. “Engaging in our world-class academic programs and experiential learning in metro Birmingham translates directly, as our alumni illustrate in this campaign, into future careers that are both rewarding and impactful.”
Success meets value
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At the heart of the student recruitment campaign is a spotlight on alumni success stories whose experience illustrates how UAB helped shape their careers and lives after crossing the commencement stage. This campaign — produced entirely in-house by UAB’s Office of Marketing and Communications — will highlight the value of a UAB education and all that is special about the institution to prospective undergraduate, graduate and professional students who are looking for a university to call home. Stories of UAB’s impact on educational success will be showcased through institutional commercials, billboards, digital marketing and a newly launched student recruitment website for Blaze a Brighter Future.
“Highlighting the success of Blazers around the world is a true testament to the impact an institution can have on an individual,” said UAB’s Chief Digital Strategy and Marketing Officer Rosie O’Beirne, who earned her Bachelor of Arts degree in 1999 and Master of Arts degree in anthropology in 2008 from UAB. “The Marketing and Communications team centered the new campaign around potential students blazing their path. We showcased how our alumni have found success, while providing advice to future Blazers. I’m proud to be a Blazer alum who has forged a successful career path thanks to my experiences and education at UAB.”
The campaign looks at how academic programs translate into real-world degrees and turn potential into purpose at UAB. Located in the state’s largest metro area, students have immediate access to jobs, internships and opportunities that will help Blazers even before they graduate. Potential students will get an inside view of life on campus and how they will find their path forward.
Learn about Shekinah's path to purpose and advice for future Blazers.
First-gen grad to marketing pro
Throughout the campaign, Blazer alumni share their unique paths to success and the value of a degree from UAB. Shekinah Goode Ogbonnaya, an account executive at PepsiCo, received her Bachelor of Science degree in marketing in 2018 and Master of Business Administration degree in 2025.
“From a practical standpoint, my UAB degree has truly been integral in my career,” Ogbonnaya said. “There are plenty of different paths that your life can take, and you may study something and pursue something different from a career standpoint; but a lot of what you learn and your ability to pursue the degree is what’s going to be a transferable skill set for your career going forward.”
A renowned institution to
Blaze a Brighter Future
UAB offers more than 150 undergraduate majors and minors, multiple nationally ranked graduate programs, and clinical schools that provide rigorous instruction, faculty, and community support.
Future students will see UAB in a new light this fall, with the new student recruitment campaign. “As part of UAB’s SUCCESS Initiative, university leaders have collaborated to put an emphasis on the student experience from recruitment through graduation,” said Senior Vice President for Academic Affairs and Provost Janet Woodruff-Borden. “The Blaze a Brighter Future student recruitment campaign reflects the work across academic affairs, enrollment management, student affairs and student support services to highlight the impact of a UAB degree. Finding one’s path as a Blazer can shape how a student thrives academically, professionally and personally.”
Since 1969, UAB has grown into a global leader in academic excellence and innovation. From its renowned health and medicine programs to expert-led programs in business, engineering, education, the arts and beyond, there is a program to help each Blazer forge their own path. Discover the career path opportunities at UAB through the Find Your Degree portal.
The campaign follows the successful launch of the UAB’s brand refresh in spring 2025, which included a refreshed monogram and color palette and a new collection of university-wide spirit marks. The visual identity is a key element of how the institution communicates its values, mission and pride.