The University of Arkansas, colloquially known by generations as "the UofA," will build on its traditional strengths as it recruits new students, faculty and staff to join the university family, in part by emphasizing the "You" in the UofA.

Chancellor G. David Gearhart sent a note to the campus Monday, explaining the heightened effort and bedrock use of traditional university symbols to continue the university's growth.

He introduces the video, saying: "You may have already seen our new 30-second spot aired during television broadcasts of Razorback football and basketball games. It reaffirms our commitment to you and introduces the phrase The YOU of A ... a twist on the familiar that refers to our unwavering commitment to the individual student. It also serves as a reminder to all Razorbacks – alumni, students, faculty, staff and residents of the state - that it is each and every one of our responsibilities to do whatever we can to make a positive impact on the lives of others and the world."