Baylor In Deed

September 6, 2024

Lev H. Prichard III Endowed Chair in the Study of Black Worship and Professor of Music Stephen Newby, D.M.A., talks with students during a scene from the anthem video that is part of the Baylor In Deed campaign.

“In the same way, let your light shine before others, that they may see your good deeds and glorify your Father in heaven.”
– Matthew 5:16

Baylor is known as the university “Where Lights Shine Bright,” and our students, faculty, staff and alumni shine God’s light in their homes, communities, professions and more. As a preeminent Christian research university propelled by Jesus’ words in the fifth chapter of Matthew, the University prepares to expand the Baylor story with an even stronger emphasis on its impact in the world.

In the coming months, the University will share stories of faith in action through research, innovation, achievement and service in a new campaign, “Baylor In Deed.”

“Our mission is to develop well-prepared servant leaders who are passionate about using their Baylor education to impact the lives of people and communities around the world,” Baylor President Linda A. Livingstone, Ph.D., said. “This concept captures that energy while positioning Baylor as the place where love takes action, faith fuels scholarship and excellence is the standard.”

“Baylor In Deed” connects the University and the new strategic plan that will continue the momentum and build on the success of Illuminate, which transformed the University and saw Baylor designated as an elite, R1 research university; surpass its $1.1 billion fundraising goal in the Give Light campaign; and establish 23 new endowed faculty chair positions.

“‘Baylor In Deed’ strategically communicates the next chapter of our Baylor story, continues our emphasis on foundational Christian values and reinforces our distinct place within the higher education landscape,” Vice President for Marketing and Communications and Chief Marketing Officer Jason Cook, A.B.C. ’20, said.

Inspired by the Sermon on the Mount, the “Baylor In Deed” campaign will work alongside the core Baylor brand to increase the University’s visibility on a global stage, shape audience perception and create an emotional and memorable connection with the Baylor experience.

“Once the Board of Regents affirmed our new strategic plan in May, we began introducing the ‘Baylor In Deed’ concept to internal stakeholders and integrating some of the design elements and messaging on campus,” Cook said. “We knew we landed on the right campaign when so many connected to the language and cadence of the Beatitudes and had a positive emotional connection to the narrative:

Research shows us,
Experience teaches us,
Conviction guides us,
And faith compels us
Toward action.”

This spring, “Baylor In Deed” will launch through external channels to engage those new to the Baylor brand, prospective students and families, and peer and aspirant institutions with stories of how Baylor faculty, staff, students, parents and alumni work together to make each other and the world stronger — Pro Ecclesia, Pro Texana, Pro Mundo.