AIA Launches Public Awareness Campaign

A still from the “Look Up” ad that will air on television networks like CNN and CNBC from February through April. 

The American Institute of Architects (AIA) has launched a three-year public awareness campaign called “Look Up,” designed to reconnect the public with architecture and position new generations of architects as catalysts of growth and visionaries for renewal.

The initiative began on Sunday, with AIA placing advertising on major television talk shows, followed by spots on cable news. A digital marketing campaign accompanies the ads, and print magazine ads will follow. Ultimately, the Institute intends to change the public perception of architects and architecture, based on member feedback over the last several years.

AIA has posted a schedule of the television commercial air times here.

The campaign urges people to take note of the architecture in their everyday lives; to see architects as members of their community, constantly seeking the highest potential in the world they create.

“We are undertaking this campaign - which was months in the making - to not only change the perception of architecture and architects among the public, but to also place the architect back into the national discussion on infrastructure, economy, the health of communities, and the future of our country,” said AIA CEO Robert Ivy, FAIA.

Learn more about the campaign at You can also join the conversation on Twitter using #ilookup.