Using brand to promote social justice movement a first step for Wisconsin Athletics

In developing a strategy on inclusion and engagement for the University of Wisconsin athletic department during a period of discussion about social justice, associate athletic director Michael Jackson often has returned to a saying.

UW can’t break through an entire chain-link fence at once. It has to move one link at a time.

Efforts in that direction don’t all have to be large, said Jackson, who leads the athletic department’s development, inclusion and engagement initiatives. But they have to establish UW as committed to movement.

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