On the eve of Super Tuesday, the AIA will launch a 16-week, national advertising campaign to coincide with coverage of key political primaries. It will feature a 1-minute-long spot that will run on CNN, Fox News, and MSNBC for the period, as well as on the online streaming service Hulu from March through the end of May. This unprecedented move by the Institute is a continuation of its three-year “Look Up” multimedia campaign to re-frame the public's perception of architects as problem solvers. It kicked off in February 2015 with 30-second spots on news programs including CBS’s “Face the Nation” and “Sunday Morning” as well as NBC's “Meet the Press."

“Throughout this campaign we are trying to illustrate how architects partner with home and building owners alike to make their ideas and vision a reality, and to generate greater awareness for the impact that architects have on spaces that are used on an everyday basis," said 2016 AIA National President Russell Davidson, FAIA, in a press release.

The AIA is working with The Purpose Institute, Los York, CSpence Group, and GSD&M to produce the campaign.