Every two years, the gifted SCS marketing staff plans for a distinctive brand campaign that raises awareness about the School of Continuing Studies. The campaign has multiple components, including creative placements (like this article in The Washington Post: “Turn the Page In Your Career at Georgetown University School of Continuing Studies”) and messaging that is highly visible around the city and the D.C. region. You might have seen the campaign advertised on a city bus! The entire undertaking is an enormous effort and requires the coordination of many stakeholders.
This year’s campaign, “Be continued,” is a creative on-ramp to a deeper exploration of the mission and values that animate Georgetown SCS. Through the campaign’s messaging points, “Turn the page in your career,” “Your next chapter starts here,” and “Your story is far from finished,” we can appreciate the resonances with the larger mission of Georgetown and the particular mission of SCS. The University’s mission commits to educating “women and men to be reflective lifelong learners, to be responsible and active participants in civic life and to live generously in service to others.” The SCS mission picks up on the University’s commitment by further specifying populations served in the implementation of Georgetown’s universal mission: “To deliver a world-class, values-based education to a diverse array of communities and individuals throughout their academic and professional careers.” Both statements draw attention to the critical importance of education being “lifelong” and professionally and civically oriented.
The dimensions of adult professional and continuing education at SCS that make it particularly unique and distinctive are the connections to the Jesuit heritage of Georgetown University. As readers of the Mission in Motion blog can attest, there are many ways to name this uniqueness, including the University’s commitments to multi-religious chaplaincy and inter-religious dialogue and action. There are 10 values in the Spirit of Georgetown that attempt to narrate the meaning of this Jesuit heritage in a way that resonates with our diverse community. I would like to point out a specific connection to Jesuit values and education that arises for me as I contemplate the meaning of the “Be continued” campaign.
In his 2000 address at Santa Clara University, then Superior General of the Jesuits, Fr. Peter-Hans Kolvenbach, S.J., gave some guidance about how Jesuit colleges and universities should be measured in terms of their effectiveness in realizing the mission. According to Kolvenbach, Jesuit schools strive to form students not just for worldly success but for a deeper personal and social commitment:
“The real measure of our Jesuit universities lies in who our students become. For 450 years, Jesuit education has sought to educate ‘the whole person’ intellectually and professionally, psychologically, morally, and spiritually…Tomorrow’s ‘whole person’ cannot be whole without an educated awareness of society and culture with which to contribute socially, generally, in the real world. Tomorrow’s whole person must have, in brief, a well-educated solidarity.”
-Fr. Peter-Hans Kolvenbach, S.J., former Superior General of the Jesuits
The measure Kolvenbach suggests, “who our students become,” feels unmeasurable in some ways. How exactly can we assess who our students become? What criteria can we establish to evaluate whether this “becoming” is a sign of mission achievement?
I think the “Be continued” brand campaign points to an important mission-defining aspect of SCS in response to Fr. Kolvenbach’s reflection. Students never fully “become” because we are always on the path to “becoming” who we are truly called to be. The educational offerings at SCS, in the form of degree and certificate programs, make possible the work of ongoing whole-person formation and development for the purpose of realizing the good in one’s own life and in the surrounding society. Each of our stories is being written anew each day and we cannot know how our own story will end. But the transformative gift of a Georgetown SCS education helps provide more options in the living out of our personal and professional stories. And together, our individual stories of professional self-discovery and advancement can add up to a larger shared story. Becoming active participants in this larger shared story, one that invites deeper commitment to justice and the common good, is exactly how the mission of SCS comes to life.
So how are you being called to “Be continued”?