FAYETTEVILLE, Ark. – The University of Arkansas' new 30-second television spot, "Determined," will debut nationally as a part of the Razorbacks' season opener against Eastern Illinois. The game will be televised by the SEC Network with kickoff set for 3 p.m. Saturday, Sept. 1, at the newly renovated Donald W. Reynolds Razorback Stadium.

The video utilizes the university's recently developed unifying messaging themes to reinforce the U of A's mission and value.

"Sharing the university's story starts with better understanding of who we are, what we do and why it matters and that's what this spot is designed to do," said Mark Rushing, assistant vice chancellor for university relations. "The subtle influence of the unifying messaging themes on other university communications efforts will become more apparent later this fall. And I'd like to point out that the larger unifying messaging effort isn't reserved for the university's core communicators, everyone can help. We are all ambassadors for the University of Arkansas, and we all play an important part in communicating our purpose and value."

The U of A's four unifying messaging themes, developed to support the university's academic strategic plan, are defined at brand.uark.edu.

The "Determined" spot was produced by the executive productions team, a part of University Relations' creative services unit.

About the University of Arkansas: The University of Arkansas provides an internationally competitive education for undergraduate and graduate students in more than 200 academic programs. The university contributes new knowledge, economic development, basic and applied research, and creative activity while also providing service to academic and professional disciplines. The Carnegie Foundation classifies the University of Arkansas among only 2 percent of universities in America that have the highest level of research activity. U.S. News & World Report ranks the University of Arkansas among its top American public research universities. Founded in 1871, the University of Arkansas comprises 10 colleges and schools and maintains a low student-to-faculty ratio that promotes personal attention and close mentoring.