Home Is Where The Heels Are

Based in Chapel Hill, North Carolina, United States, Home Is Where The Heels Are is a student-run public relations and communications campaign rooted in the University of North Carolina at Chapel Hill community. Chapel Hill is a vibrant college town known for its deep connection to the Tar Heels spirit, and this initiative taps directly into that local pride. The campaign emerged from a New Media Technologies class project with a specific, tangible goal: to restore the massive blue Tar Heel footprints that once lined the four major roads leading into town. These footprints, which had faded over time due to road changes and policy shifts, were a beloved symbol of welcome for students, alumni, and visitors. Home Is Where The Heels Are aims to reignite that sense of belonging by repainting the prints, marking territory, intimidating rivals, and celebrating the hundreds of thousands who consider Chapel Hill home.

What This Campaign Does

At its core, Home Is Where The Heels Are is a focused public relations and communications effort designed to rally support around a community-driven project. The campaign leverages digital storytelling, social media engagement, and grassroots outreach to build awareness and momentum. Its primary message—"Home is Where the Heels Are"—serves as a rallying cry for Tar Heels everywhere, encouraging participation through hashtags like #HomeIsWhereTheHeelsAre and #FeelTheHeels. While the campaign is student-led, its scope extends beyond campus, aiming to reconnect alumni and local residents with a shared visual landmark. The work involves coordinating with university administrators, local government, and community stakeholders to secure approvals and funding, as well as mobilizing volunteers for the actual painting. This blend of strategic communications and community organizing makes it a unique case study in place-based PR.

Who They Serve

The campaign primarily serves the University of North Carolina at Chapel Hill community, including current students, faculty, staff, and the vast alumni network. It also engages residents of Chapel Hill and the surrounding area who identify with Tar Heel culture. By focusing on a physical symbol of school spirit, Home Is Where The Heels Are bridges generational gaps, appealing to both longtime locals and newcomers. The initiative is particularly relevant for anyone invested in preserving campus traditions and enhancing the welcoming atmosphere of the town. While not a traditional agency serving external clients, this campaign demonstrates how PR tactics can be applied to a nonprofit, community-oriented cause, making it a model for similar student-run projects or local heritage campaigns.

Core Expertise and Services

Although Home Is Where The Heels Are is a specific campaign rather than a full-service agency, its activities illustrate a range of public relations and communications capabilities. Based on the campaign's goals and execution, likely areas of expertise include:

• Strategic messaging and brand storytelling for community initiatives
• Social media campaign management and hashtag strategy
• Grassroots mobilization and volunteer coordination
• Stakeholder engagement with university and municipal entities
• Media relations and local press outreach
• Event planning and execution for public installations
• Digital content creation, including photography and video
• Public awareness and advocacy campaigns
• Alumni and community relations

Who This Campaign Is a Good Fit For

Home Is Where The Heels Are is an excellent example for students, educators, and practitioners interested in experiential PR and cause-driven communications. It is particularly relevant for those studying public relations, marketing, or new media at UNC Chapel Hill, as it offers hands-on experience in real-world campaign management. Local businesses, alumni associations, or community organizations in Chapel Hill looking to revive traditions or launch placemaking projects could learn from this model. While not a commercial agency, the campaign's focus on building emotional connections through a shared symbol makes it a compelling case for anyone seeking to unite a community around a tangible goal. For potential collaborators or sponsors, this initiative represents a low-cost, high-impact way to engage with a passionate, loyal audience in the United States. Ultimately, Home Is Where The Heels Are shows how a simple idea—repainting footprints—can become a powerful public relations vehicle for identity and pride.