Smile, snap, send -- your 'selfie' is on a highway billboard!

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Sep 01, 2015, 12:17 ET

YPSILANTI, Mich., Sept. 1, 2015 /PRNewswire-USNewswire/ -- Eastern Michigan University is introducing the state's first "user-generated selfie" billboard campaign.

Starting in late August, 24 individual "BE TRUEMU" billboards will appear along major freeways in Southeastern Michigan — from Lansing to Flint to Port Huron to the Ohio border. Each billboard will feature one user-generated EMU student selfie with an aspirational word that relates to the photo.

The Selfie Billboard Campaign at Eastern Michigan University features students and an aspirational word.

"OUTFRONT Media is excited to showcase the state's first selfie vinyl billboard campaign, and we are proud to continue our longstanding relationship with Eastern Michigan University," said Tom Carroll, regional vice president, OUTFRONT Media.

The campaign will also be visible on online and print ads, T-shirts, posters, fliers, digital boards and radio commercials, as part of a comprehensive integrated marketing communications effort.

EMU's Marketing Department in the Division of Communications led the development of the campaign. The student-driven process included the review of six billboard design options. The concepts were presented for a week at the EMU Student Center Admissions Office, where staff and current and prospective students and their families had the opportunity to review, make comments and select favorites.

Through social media, EMU asked current students to submit selfies with #TRUEMU.

"We are always looking for new ways to tell our story to prospective students through authentic, real and genuine channels," said Walter Kraft, EMU's vice president for communications. "This new campaign supports Eastern's commitment to spread the word about our outstanding and diverse student body and builds on our record new student enrollment growth."

EMU introduced the popular "I AM TRUEMU" campaign in August 2011, featuring students in TV, radio, billboard, print and online ads.

Photo - http://photos.prnewswire.com/prnh/20150901/262816

SOURCE Eastern Michigan University