Summary |True Bruin Campaign

The True Bruin Campaign has been a two-year project to develop a statement of ethical values for the campus that would instill a sense of UCLA tradition and pride. With its impetus at Orientation, the idea of developing a sense of the True Bruin spirit has been embraced as a campuswide partnership with limitless potential.

History
In May 2005, the Regents of the University of California issued their “Statement of Ethical Values”, a “commitment to the core values of the University” (UCOP Statement of Ethical Conduct, 2005) which embodied four guiding principles: Integrity, Excellence,  Accountability, Respect.

This statement provided the basis from which the core values for UCLA were developed. The context for using these values was initially proposed as an ethical statement for the UCLA community that could begin with new Bruins as they began their careers at UCLA.

Incoming students therefore became the first target audience through the Dean of Students presentation at Orientation. Historically, this presentation addressed student conduct with regard to academic integrity; in Fall 2005, the Office of the Dean of Students and the UCLA Orientation Program developed the UC Statement of Ethical Values into a statement more specific to UCLA. The result was the following:

UCLA True Bruin
As a Bruin, I commit myself to the highest ethical standards
Integrity - I will conduct myself with integrity in my dealings with and on behalf of the University.
Excellence – I will conscientiously strive for excellence in my work.
Accountability – I will be accountable as an individual and member of this community for my ethical conduct.
Respect – I will respect the rights and dignity of others.

The 2006 Summer Orientation Dean of Students presentations were entitled “What It Means To Be A Bruin” and the phrase “True Bruin” was developed with student input provided by the UCLA Orientation staff. The presentation and the ethics statement were highly regarded. It provided incoming students with a sense of connection to the University – the first UCLA tradition – and introduced the framework of expected student conduct for Bruins. Incoming students now understood that higher standards were expected from True Bruins.

Due to the success of the presentations, the following year was devoted to the development of a logo and packaging. The True Bruin logo was developed – again, in partnership between Orientation and the Dean of Students – and permissions were subsequently obtained from UCLA Trademarks and Licensing. Postcards and pins were developed as part of the 2007 Dean of Students presentation, and the presentation itself was then entitled “What It Means To Be A True Bruin”.

Present Goals and Achievements
In Spring 2007, as the True Bruin campaign launched with a new logo and packaging, the scope was expanded to the campuswide population. With vested interest from ASUCLA, Athletics, Recreation, Residential Life, Undergraduate Education, and Student Affairs, the True Bruin statement of ethics has been embraced as a campus initiative. The notion of what it means to be a True Bruin is applicable to the entire UCLA community, as the UC statement of ethics envisioned, for students, staff and faculty.

A True Bruin Committee formed last Spring Quarter, and now meets regularly to discuss ways in which to further the messaging and packaging of the True Bruin statement. Several steps have already been taken to promote the program, including:   

  • Summer 2007 Orientation – the Office of the Dean of Students conducted presentations to each incoming first-year and transfer session.
  • With support from the UCLA Orientation Program, distributed True Bruin cards and pins to approximately 7200 students.
  • Fall Quarter 2007: “Welcome Home Bruins” and True Bruin banners were placed throughout campus during Week Zero through 2nd Week.
  • The committee is working with ASUCLA to develop True Bruin merchandise.
  • During Fall Quarter 2007 move-in, the Office of Residential Life displayed banners throughout the residential community with True Bruin messaging.
  • A True Bruin website is currently in development and will be launched before the end of Fall Quarter 2007.

One of the most distinctive aspects of the True Bruin campaign is that it has been an enthusiastic collaboration with mutual support that seeks to instill a sense of Bruin pride and tradition. The hope is that the True Bruin tradition will continue to increase these partnerships.