Storytelling is a vehicle for the university to engage with its various audiences – students, families, faculty and staff, alumni, the community, supporters and partners. It conveys the accomplishments, the aspirations and the shared experiences of the university community, building memorable connections and driving action and engagement. 

In crafting stories, we capture the authentic voices of our community across a variety of platforms, including print and digital, videos, photography, social media and all marketing collateral.  It is the narrative of who we are as a community.

In all cases, we should:

  • Tell authentic stories that represent the breadth and scope of the diverse university community 
  • Represent individuals accurately and fairly 
  • Secure student consent 

Tell Authentic Stories

The stories we put out into the world should capture the authentic experiences and successes of a wide variety of students, faculty, staff and alumni, whether those stories are highlighting individual, program or institutional accomplishments.  Including a variety of voices and perspectives helps provide a full and accurate narrative and captures the essence of the UMass Lowell experience. 

Represent Individuals Accurately

As storytellers, it is our responsibility to represent individuals accurately and without bias. By using inclusive language, we acknowledge the diverse experiences of our community and make UMass Lowell a welcoming community for all. For inclusive language guidance, please refer to our Writing Style Guide.

Use Photographs and Images That Represent Who We Are 

When using photos that capture events, programs or activities on campus, use actual students and community members engaged in genuine activities. Avoid staged scenarios and stock photograph whenever possible. Photograph students and faculty members in relevant environments to help convey the authentic impact of their UML experiences.

When representing any student in any form of media, secure the student’s consent before telling their story or prominently featuring their likeness in photography, videos or social media. For more information, see the Community Consent Guidelines.