Journalism and advertising students amplify female head porters’ stories through global course experience in Ghana



Through the course “Globally Focused Advanced Documentary Filmmaking,” five journalism students and three advertising students explored the lives of female head porters, called kayayei, in a faculty-led trip to Accra, Ghana, over spring break.

Journalism students filming in Ghana

Group of journalism students and faculty in Ghana

“I know from my experience that traveling and working abroad, especially in Africa, can be an inflection point in one’s life and globally contextualize values,” said Charles “Stretch” Ledford, associate professor of journalism, who has visited more than 55 countries throughout his career. “It was incredibly gratifying to be in a position to provide students this kind of opportunity.”

The course focuses on the labor of the kayayei, young women and girls—some barely in their teens—who migrate from Ghana’s rural north to the country’s urban centers, primarily Accra and Kumasi, in search of work. That work consists of carrying loads that can exceed their own body weight through the city’s sprawling markets, earning the equivalent of less than a dollar per load while exposing themselves to exploitation, musculoskeletal injury, chronic anxiety and depression, and other health and wellness risks.

Focusing on Accra’s Kantamanto used clothing market, the class is producing a documentary focusing on three narratives about kayayei who work there: a day in the life of Sahada Shehabu, a 22-year-old kayayoo; the risks of the work, described by Muhammad Salifu, founder and director of the Kayayei Youth Association; and the role the kayayei play within the market’s economy, explained by Edward Atobrah, deputy general secretary of the Ghana Used Clothing Dealers Association.

You’re dealing with something that has a real impact, and you’re seeing change happen and immersing yourself in a community that you may not have had an opportunity to [otherwise visit].

Tomi Dugbo

Senior in Advertising

The journalism students will also create a 360º-immersive video, photo essays, an audio segment, and social-media friendly short vertical videos. They are sharing their initial work at the campus Undergraduate Research Symposium on Thursday, April 30, in a poster presentation titled “They Want to Go Home: Ghana’s Kayayei.”

Kaitlyn on camera in Ghana

Kaitlyn Devitt, a senior in journalism who worked primarily on the documentary film and 360º-immersive video, says the team worked an average of six hours a day over seven shooting days in three locations.

Devitt wants to pursue international journalism after she graduates, especially after this project, because of how rewarding it was.

“This project was perfect to get my feet wet,” Devitt said. “The topic itself was interesting because these women are my age, and who’s to say this couldn’t be me if I hadn’t had the privilege of growing up in America?”

During the trip, the advertising students worked with the Kayayei Youth Association to amplify their mission. They also communicated the journalism students’ reporting processes on social media and documented their experience through a blog site.

“This experience taught me the importance of collaboration where you’re not only working with advertising students, but journalism students,” said Tomi Dugbo, a senior in advertising. “You’re dealing with something that has a real impact, and you’re seeing change happen and immersing yourself in a community that you may not have had an opportunity to [otherwise visit].”

Advertising students with Marisa Peacock outside Innova DDB Ghana

Advertising students also spent time visiting global ad agencies, such as Innova DDB and Ogilvy Africa Ghana, to analyze cross-cultural campaign approaches. They also plan to develop strategic communications campaigns for partner NGOs.

For all the students, it was their first time producing journalism and strategic communications in a foreign country.

“Don’t let perfection be the enemy of good,” advised Marisa Peacock, senior lecturer of advertising. “There’s always time to refine, edit, and evolve it, but you can’t let the perfect shot stand in the way of getting the work done.”

With only a week to conduct interviews, collect footage, and produce the strategic communications deliverables, the team persevered in an environment that demanded that they adapt quickly.

Adelyn Mui, a senior in journalism, dove headfirst into the project to capture an authentic representation of the women’s stories and overcome the challenges of not having the connections she does when reporting on campus.

“Doing global journalism taught me a lot about journalism in general because those same skills I learned in Ghana, I can apply here locally on campus; they were just amplified since I was in a different country,” Mui said.

Students from Fourah Bay College in Sierra Leone and the University of Media, Arts and Communication in Ghana were partners in the project under the umbrella of the Illinois Partnership for African Women’s Health Narratives, spearheaded by Ledford. It is a continuation of his 2023 collaboration with Dr. Francis Sowa, Dean of Faculty of Communication, Media and Information Studies at Fourah Bay College, and new collaborator, Dr. Stephen Tindi, a lecturer at University of Media, Arts and Communication in Accra.

Students with camera in Ghana

Alison Davis, senior lecturer of journalism, said the Illinois students naturally fell into the role of technological mentors for their West African peers.

“Students from the other countries were able to pick up our equipment and run with it; that’s the collaboration I like to see,” Davis said. “People are not that much different. You get a group of college students together, and they’re all similar. I love that.”

This course continues a broad focus on global women’s health narratives. Ledford and Davis have previously led students to report on local solutions to period poverty in Sierra Leone.

Next year, Ledford hopes to continue the story with reporting in Ghana’s Northern Region, examining how climate change may be accelerating the “push” of young women from Ghana’s rural and relatively poor north to work as kayayei in the country’s more developed south.

Major funding was provided by the University of Illinois through the BRIDGE Program, Vision 2030 Global Strategy Implementation Grant, Campus Research Board, Illinois Global Institute, Department of Journalism, the College of Media, and the Karin and Folke Dovring Endowment Fund, with additional support from Lisle International and Sony Electronics.

Photos by and courtesy of Charles “Stretch” Ledford and Marisa Peacock.

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Advertising and ICR faculty, students, alumni present research at 2026 American Academy of Advertising Conference



Advertising faculty with appointments in the Institute of Communications Research, doctoral students in ICR, graduate students in advertising, and ICR alumni participated in the 2026 annual conference of the American Academy of Advertising, held March 26-29 in Austin, Texas.

Through presentations and panels, they discussed research and ideas related to teaching AI and advertising, ethics, and more. Advertising Professor Chang-Dae Ham serves as the 2026-27 president-elect of AAA and will become AAA’s president next year.

Below is a list of the Illinois participants and their research.

AAA conference group shot

Special Topic Sessions

“Navigating Advertising Academic Leadership During a Time of Change: An Inside Look at Administration Roles in the Age of A.I., Program Changes, and Industry Upheaval”

Speakers: Huan Chen (University of Florida), Joe Phua (Southern Methodist University), Shu-Chuan (Kelly) Chu (DePaul University), Matthew S Eastin (University of Texas at Austin Professor and Head Michelle Nelson, Soojung Kim (University of North Dakota), Fuyuan Shen (Pennsylvania State University), Tom Reichert (University of South Carolina), Heidi Hennick-Kaminski (Michigan State University), Harsha Gangadharbatia (University of North Carolina at Chapel Hill)

“Teaching Privacy in the Age of AI: Preparing Ethical Advertising Professionals”

Speakers: Kristen Sussman (Texas State University), Faren Karimkhan (Syracuse University), Daniela Molta (Syracuse University), Associate Professor Ewa Maslowska, Carina Alderete (Accenture)


Panels

“Foundational Framework in Virtual Influencer Marketing: Bridging Operational Control and Narrative Archetypes in Virtual Influencer Design”

Speakers: ICR doctoral student Seo-Jeong (Rachel) Heo, Professor and Associate Head of Graduate Studies Chang-Dae Ham

“When Robots Cross the Line: Consumer Moral Judgments of Robots’ Harm and Authority Violations”

Speakers: ICR doctoral student Seo-Jeong (Rachel) Heo, Yuhosua Ryoo (University of Minnesota Duluth), ICR alum WooJin Kim (University of Colorado Boulder)

“Scandals, Morality, and Cancel Culture: How Consumers Judge Brands and Influencers”

Speakers: Saima Kazmi (University of Oregon), Assistant Professor Louvins Pierre, Josh Anderson (University of Arizona)

“When Identity Disclosure Matters: The Interplay of Identity Disclosure, Message Type, and Product Type in AI Influencer Advertising on Social Media”

Speakers: ICR doctoral student Se Il Park, Professor and Associate Head of Graduate Studies Chang-Dae Ham

“Beyond the Algorithm: The Double-Edged Impact of Explainable AI”

Speakers: ICR alum WooJin Kim (University of Colorado Boulder), ICR doctoral student Se Il Park, Professor and Associate Head of Graduate Studies Chang-Dae Ham, ICR alum Un Chae Chung (University of Wisconsin Whitewater)

“Peripheral Cues in a Democracy? Using the Elaboration Likelihood Model to Examine Information Cues and Negativity in Millions of Political TV Advertisements”

Speakers: ICR doctoral student Alice Ji and Professor and Head Michelle Nelson

“Zero-Click Persuasion in LLM Advertising: The Role of Response Structures and Regulatory Mode Fit”

Speakers: ICR doctoral student Seo-Jeong (Rachel) Heo, Yuhosua Ryoo (University of Minnesota Duluth)

“Measuring AI-Advertising Aversion: An Initial Scale Development and Empirical Assessment of Its Relationship with AI Anxiety”

Speakers: Assistant Professor Louvins Pierre, Viviana Carolina Zambrano Rodriguez (University of South Carolina), MS advertising student Jiayi (Joy) Wang

“From Black Box to Glass Box: The Moderating Role of AI Literacy on the Political Matching Effect”

Speakers: ICR alum WooJin Kim (University of Colorado Boulder), ICR doctoral student Se Il Park, ICR alum Un Chae Chung (University of Wisconsin Whitewater), ICR alum Seo Yoon Lee (Texas Christian University), ICR doctoral student Jiyeon Chang

“Adaptive or Defensive? How Perceived Regulatory Efficacy Shapes Consumer Coping with Targeted Advertising”

Speakers: Professor and Associate Head of Graduate Studies Chang-Dae Ham, Ilwoo Ju (Purdue University)

“Signaling Transparency or Triggering Skepticism? Exploring How AI Disclosure in Product Advertising Influences Purchase Intention”

Speakers: Assistant Professor Louvins Pierre, Viviana Carolina Zambrano Rodriguez (University of South Carolina), MS advertising student Jiayi (Joy) Wang, ICR doctoral student Nisa Rahman


Moderators

Professor Sela Sar served as moderator for a panel on the theme of “Rethinking Advertising Research”

ICR doctoral student Yujin (Floria) Lee served as moderator for a panel on the theme of “Social Representation in Advertising”

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Illinois Public Media recognized with four statewide broadcasting awards, including Best Small Market Radio Station



Illinois Public Media won four Crystal Mic Awards from the Illinois News Broadcasters Association.

INBA Awards
Photo: Courtesy of Illinois News Broadcast Association

Radio and television stations from across Illinois entered the contest. Winners were tiered by whether the station is in a small or large market. The judges considered material produced between July 1, 2024, and December 31, 2025.

Illinois Public Media is a not-for-profit public media service of the College of Media; IPM is the NPR and PBS member stations licensed to the University of Illinois Urbana-Champaign. 

The station was honored with the following:

INBA Crystal Mic Award: Best Small Market Radio Station 

INBA Crystal Mic Award: Best Small Market Radio – Podcasting

INBA Crystal Mic Award: Best Small Market Radio – Breaking News 

INBA Crystal Mic Award: Best Small Market Radio – Political Report 


Best Small Market Radio – Podcasting

What We Brought is a limited series exploring the Asian American experience in Central Illinois. Through voices from seven Asian American communities, it shares powerful stories of identity, resilience, and the things carried between countries—be it food, memories, language, or the weight of the past. It was reported and produced by Nidhi Shastri with assistance and editing by Kulsoom Khan, Arielle Raveney, and Arjun Thakkar.

Best Small Market Radio – Breaking News

On October 30, 2024, Illinois Public Media journalist Jim Meadows and meteorologist Andrew Pritchard broke into programming on WILL-AM 580 and WILL-FM 90.9 to report on a fast-moving fire on dried-out farmland in eastern Champaign County. The intense flames and massive smoke decreased visibility, closing Interstate 74 for hours. 

Best Small Market Radio – Political Report 

In the spring of 2025, 11 people competed in the election to fill five open seats on the Champaign Unit 4 Board of Education. Education reporter Emily Hays created an innovative way to explain the candidates’ positions to the public. She asked the members to answer a questionnaire. In addition to on-air reporting, she created an interactive digital story. Users hovered above the board members’ faces as their quotes about particular issues popped up on the screen. 

Best Small Market Radio Station 

This entry represents a compilation of spot news, features from an in-depth series before the start of the second Trump administration, and excerpts from our new podcast focused on weather and climate as well as our statewide talk show that aired on six NPR member stations at the time. We also included a feature produced with the Illinois Student Newsroom, which is a unique partnership with the Department of Journalism in the College of Media at the University of Illinois. At least 10 students each semester help us with local reporting, including spots and features. Veteran public radio editor Christine Herman edits them.

Read original story: Illinois Public Media recognized with four statewide broadcasting awards, including Best Small Market Radio Station – IPM Newsroom

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Media students to present at 2026 Undergraduate Research Symposium



Students from all majors in the College of Media will participate in the annual University of Illinois Undergraduate Research Week, held April 26-May 2.

2026 Undergrad Research Week

Update June 2, 2026: The team of journalism students who presented “They Want to Go Home: Ghana’s Kayayei” received an Outstanding Poster Presentation Award.

***

At the Undergraduate Research Symposium, the signature event held on Thursday, April 30, at the Illini Union, students across campus will present their research.

Below is a list of Media student presentations as well as acknowledgements of Media graduate students and faculty who have mentored students presenting at Undergraduate Research Week.

See the full program.

Oral Presentations

Student Activism, Advocacy & Belonging

Queering the Dorm: Tracing Allen Hall’s LGBTQ History Through Oral History
                Jenny Lin, Senior, Journalism
                (Research Mentor: Siobhan Somerville, Gender & Women’s Studies)

Analyzing Intersectional Discrimination

Film Study on How 1990s Western-centric Narratives Impact the Representation of Chinese Characters
                Yidan Hu, Sophomore, Media & Cinema Studies
                (Research Mentor: Carrie Wilson-Brown, Media & Cinema Studies and Advertising)


Poster Presentations

Social Science & Human Behavior

An Analysis of Marketing Strategies and Best Practices in Agritourism Businesses
                Hailey Kotowski, Senior, Advertising
                (Research Mentor: Renata Endres, Recreation, Sport & Tourism)

Learning & Human Development

From Screen to Shopping Cart: Consumer Responses to “As-Seen-In” Shoppable Ads in Streaming Television
                Abby Wilson, Junior, Advertising
                (Research Mentor: Michelle Nelson, Advertising)

BTW 250 Ideas Expo

Identifying a Refined Mission for the Union Courtyard Café
                Katie Fedorski, Sophomore, Undeclared, EXP
                George Lefebvre, Sophomore, Environmental Social Sciences, ACES
                Case Rosenfeld, Freshman, Business Undeclared, BUS
                Ally Szarek, Sophomore, Advertising

Society, Culture & Social Issues

Creating With Compliance: A Student-Led Usability & Engagement Study
                Pihu Chawra, Sophomore, Industrial Design, FAA
                Thea Abang, Sophomore, Computer Science + Advertising
                Glyce Mitchell, Sophomore, Computer Science + Advertising
                R. Talagadadeevi, Sophomore, Computer Science + Advertising
                (Research Mentor: Marisa Peacock, Advertising)

Cells & Molecules

Effect of Lithium Salt Concentration on Ion Motion in PEO-Based Polymer Electrolytes

                Yueming Gong, Sophomore, Media & Cinema Studies
                (Research Mentors: Varun Nelavoy, Chemical & Biomolecular Engineering & Christy Landes, Chemistry)

Data & Information

An EEG-Based Computational Pipeline for Affective Measurement of Consumer Sentiment
                Alexia Rendon, Senior, Computer Science + Advertising
                Ocean Ng, Sophomore, Computer Science, ENG
                Aditi Cherukuri, Sophomore, Brain & Cognitive Science, LAS
                Zaynab Ahmad, Junior, Neuroscience, LAS
                Bilal Arif, Freshman, Computer Science, ENG
                (Research Mentor: Marisa Peacock, Advertising)

Nature, Life & Environment

Genetic Disorders in Domestic Cats: Inheritance Patterns and Ethical Breeding Implications
                Ziyi Wang, Sophomore, Advertising
                Taoran LI, Freshman, Comparative & World Literature, LAS
                (Research Mentor: Alicia Schneider, Animal Sciences)

Social Issues & Policy

They Want to Go Home: Ghana’s Kayayei—Outstanding Poster Presentation Award
                Adelyn Mui, Senior, Journalism
                Prayse Odomes, Senior, Journalism
                Samuel Rink, Junior, Journalism
                Samuel Yohnka, Junior, Journalism
                Kaitlyn Devitt, Senior, Journalism
                (Research Mentors: Alison Davis, Journalism & Charles “Stretch” Ledford, Journalism)

Social Science & Human Behavior

Algorithmic Temporality and Parasocial Connection in Influencers
                Cody Drake, Junior, Advertising
                (Research Mentor: Veranika Paltaratskaya, Institute of Communications Research)

Food Systems

Bridging Research and Public Understanding: Inclusive Digital Engagement for Agrifood and Climate Data
                Ektarit Nophaket, Sophomore, Computer Science + Advertising
                Christina Chen, Senior, Advertising
                Zhuoyi Wu, Senior, Advertising
                (Research Mentor: Marisa Peacock, Advertising)


Undergraduate Research Apprenticeship Program 2026 Cohort

The Undergraduate Research Apprenticeship Program offers undergrads with little or no research experience the opportunity to work with graduate students and post-doctoral scholars on their research projects, explore the culture and process of research, and build on their existing abilities within a community of scholars. Running each Spring semester, the program consists of a one-on-one research experience with their research mentor, and the Introduction to Research course, designed to complement the research mentoring experience, orienting undergraduate mentees to broader topics in the research process.

  • Thea Abang, Freshman, CS + Advertising
    (Research Mentor: Marisa Peacock, Design for Responsible Innovation)
  • Cody Drake, Junior, Advertising, and Sustainable Design, FAA
    (Research Mentor: Veranika Paltaratskaya, Institute of Communications Research)

Media Research Mentors

Science & Technology | 12:15 – 1:30 PM, Illini Rooms ABC & South Lounge

Creating an Inclusive IT Learning Space: Understanding Media Literacy and Technology Access for Retired Older Adults
                Maaike Niekerk, Senior, English, LAS
                (Research Mentor: Stephanie Craft, Journalism)

Student Activism, Advocacy & Belonging | 3:45 – 5:00 PM, Room 213

The Impermanence Problem: Building Durable Student Advocacy at the University of Illinois
                Hunter Farnham, Senior, CS + Economics, LAS
                (Research Mentor: Matthew Ehrlich, Journalism)

Social Science & Human Behavior | 3:45 – 5:00 PM, Ballroom (2nd Floor)

Mindless Scrolling, Cognitive Control, and Psychological Well-Being: Correlational Evidence from a Stroop-Based Study
                Pushti Vora, Senior, Brain & Cognitive Science, LAS
                (Research Mentor: Kevin Wise, Advertising)

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P&G learned how to sell soap then created iconic brands



Ivory was one of the first packaged goods that led the branding revolution.

Jason P. Chambers

Professor of Advertising
Jason P. Chambers

In celebration of America’s 250th birthday this year, the USA Today network is taking a look at iconic companies that were founded and flourished in the nation.

Jason P. Chambers, professor of advertising and associate dean for access and engagement, shared his insights on the branding impact of Proctor & Gamble (P&G), the makers of Ivory soap, in the “Iconic Brands” series, which celebrates American ingenuity with a deeply reported examination of how brands intersect with history, community, and everyday life.

Chambers said brands like P&G emerged in the last decades of the 19th century as the manufacturing industry surged after the Civil War. Not only did the economy get bigger due to growing steel, railroad, and oil industries, but American consumers changed as well.

As more laborers worked in factories, not farms, they had more money, but less time. Consumers were more inclined to buy items that a previous generation would have made themselves—from clothing to crackers to soap, he added.

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Professor Julie Turnock receives Guggenheim Fellowship



Julie Turnock

Julie Turnock, professor of media and cinema studies, was one of two University of Illinois Urbana-Champaign professors to be awarded a 2026 Guggenheim Fellowship.

English professor Christopher Kempf also received the prestigious award. They are among 223 individuals working across 55 disciplines chosen through a rigorous peer-review process from nearly 5,000 applicants, according to the announcement of the fellows. The John Simon Guggenheim Memorial Foundation awards fellowships to exceptional individuals in pursuit of scholarship in any field of knowledge and creation in any art form, under the freest possible conditions.

Turnock’s project, “Beyond King Kong,” is a technical, industrial, and aesthetic history of the special-effects industry in the Hollywood studio era, circa 1915-1960, well before the digital era. It goes beyond 1933’s special effects landmark King Kong to examine the historical economic structures that organized personnel and production of this distinctive sector of studio-era filmmaking. Attending to the material conditions of special visual effects production and informed by extensive archival research, it centers on the labor performed by unsung “below-the-line” effects workers rarely considered in cinema histories but whose skills make much of “movie magic” possible.

Turnock is the director of the Roger Ebert Center for Film Studies and the author of the books The Empire of Effects: Industrial Light and Magic and the Rendering of Realism and Plastic Reality: Special Effects, Technology, and the Emergence of 1970s Blockbuster Aesthetics. She is the recipient of a National Endowment for the Humanities Fellowship and is a 2020-2022 College of Media Scholar.

Read original press release.

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Skornia Symposium to explore current public media challenges



Members of the campus community are invited to the 2026 Skornia Symposium on Friday, May 1, to explore the challenges public media faces today. The event is free and will be held from 10:30 a.m.-12 p.m., at Collins Studio, Campbell Hall, located at the northeast corner of Main and Goodwin in Urbana.

Skornia Symposium panelists

Rapid shifts in technology, AI, media consumption habits, and funding have challenged media organizations to adapt their approaches to understanding and serving audiences. Academic and industry experts will discuss how public media can best engage with audience research to identify and meet community needs, strengthen audience relationships, and innovate content in ways that honor public media’s mission. 

Panelists include:

Joni Deutsch, senior vice president of podcast marketing and audience development at The Podglomerate

Deutsch is an award-winning audio professional and NPR veteran with 15 years of experience as a project manager, podcast marketer, and audience growth specialist. In her current role, she leads marketing and audience growth strategy for a high-profile portfolio of podcast clients including NHPR’s “Bear Brook” (downloaded 25 million times and praised as one of the “best true crime podcasts” by The Guardian and Paste Magazine) and Magnificent Noise and PRX’s “This Is Dating” (named “one of the best podcasts of 2022” by New York Times and Vulture), as well as PBS, NPR, Netflix,The Boston Globe, Freakonomics Radio, Stanford, Harvard, HubSpot, and more.

Seth Lewis, professor and Shirley Papé Chair in Emerging Media, journalism program director, University of Oregon

In his research, Lewis examines the social implications of emerging technologies and their consequences for news and public life—from the early days of social media to contemporary developments in automation, algorithms, and generative artificial intelligence. He has authored several books, including News After Trump: Journalism’s Crisis of Relevance in a Changed Media Culture (Oxford University Press, 2021), co-authored with Matt Carlson and Sue Robinson, and the edited volume Boundaries of Journalism: Professionalism, Practices and Participation (Routledge, 2015).

Amy Mitchell, founding executive director of the Center for News, Technology & Innovation

Prior to her role at CNTI, Mitchell served as managing director of news and information research at the Pew Research Center. In her 25 years with Pew Research, Mitchell helped launch the journalism research program and served as managing director. She was responsible for the center’s research related to news and information, including how the public accesses, engages with, and creates news, what news organizations are providing, and the evolving role of technology in the flow of news and information.

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Take 5 with Media Alumni: Kavitha Cardoza



Kavitha Cardoza (MS ’02, journalism) is an assistant professor of journalism at the University of Richmond, and an award-winning reporter, recently being awarded the prestigious American Mosaic Journalism Prize for exemplifying excellence in reporting on underrepresented communities in the United States.

Kavitha Cardoza

About Kavitha Cardoza

Her work has been seen, heard, and read by millions on outlets like NPR, BBC World News, The Washington Post, The Guardian, and The Atlantic. She was also the host of Breaking Ground with Kavitha Cardoza, a documentary series on education that aired on more than 150 public radio stations.

Originally from India, Cardoza earned bachelor’s degrees in English literature, economics, and psychology, as well as a master’s degree in communication, before coming to the United States. Cardoza says her decision to get a master’s degree in journalism at the University of Illinois College of Media completely changed her life. Read more about this Media alum who has been passionately elevating stories on “the last, the least, and the littlest,” for the past 20 years.

*Q&A transcribed from Zoom interview and edited for length and clarity.

1. Most of your reporting focuses on underrepresented communities and giving voices to vulnerable populations. Why are you drawn to these stories?

When I came to the U.S., I was very surprised because you don’t see poverty the way you see it in India. Over here, sometimes we pretend it isn’t happening, or it’s not around us, when, in fact, there’s deep, deep poverty. I worked for many years for the local NPR affiliate in Washington, D.C., and my beat was education and poverty, and I would see children who didn’t have food, [living] in terrible poverty in our nation’s capital.

There’s this American [sentiment] of pulling yourself up by your bootstraps and the belief that if you haven’t gotten out of poverty, you haven’t tried hard enough. That’s just not the case. There are all kinds of systemic issues that can impact poverty and so, I really felt strongly about bringing these stories to light and showing these struggles, and how people internalize them—thinking it’s their fault or they’re not good enough—when really there are much bigger forces at play.

There are people really, really hurting, and we need to tell their stories. Journalists can elevate those voices because of the platform we have. I cannot imagine doing anything else. I cannot imagine anything else giving me more meaning. I really do wake up every morning feeling like I’m doing something that matters, and I feel so lucky.

2. You’ve covered education, health, and poverty for decades, but you’ve said a story you wrote as a College of Media student about a roadkill collector stands out. Why?

My very first story for audio was to do a profile of someone, and at that time, I was driving from Springfield to Urbana-Champaign and noticed these marks on the road that I later learned were from roadkill. As an international student, I had never heard of roadkill so when I found out, I thought, ‘Oh my gosh, wouldn’t it be cool and interesting to profile the roadkill man? Like, who does this for a job?’

I think this guy thought I was totally crazy when I first called and asked to do a ride along. He was this 6’4 African-American guy from the South and I’m this 5-foot-nothing brown girl from India—you couldn’t get further apart in terms of our backgrounds, and there we were, spending the whole day in the truck and talking and trying to learn about each other, because for every question I had, he had questions for me as well. They dig a kind of grave, usually at the side of the road, and bury the roadkill there, so he had got out to do that, and I had gone with him. We were at the side of the highway, waiting to cross to get back into this big orange truck and when you’re outside your car on the highway, the noises are so loud, the cars are just whizzing by, and it’s totally overwhelming and feels so much more dangerous than when you’re inside your car.

Both of us had to cross the road, and without thinking, we instinctively just held hands and ran across the road together. I thought to myself, that is such a metaphor for what we’re doing in life, right? It’s like we’re so different, and all we’re trying to do is get support from each other and understand each other and try and cross the road and not have something hit you. It just became this beautiful lesson to me that taught me to never say or think to myself that a person and I have nothing in common. I always believe we have common ground—I can understand someone, and they can understand me. All it takes is the willingness to start a conversation.

It’s also how I got my first job. Another professor had us ask a news director anywhere in Illinois to critique our work. So, I took my roadkill story to the news director of the public radio station in Springfield, Illinois, and I said, ‘This is a class assignment, do you mind critiquing it for me?’ He said he was born and raised in central Illinois and never thought of doing a story like this. Then he offered me a job. I really owe my career to that little story.

3. What led you to pursue a graduate degree in journalism at Illinois, and what was your experience like?

I came to the U.S. and I thought I’d get a degree and work for one year as a reporter and then start on my PhD. I did my master’s at Illinois, and the journalism bug just bit me and never left!

Illinois changed my life. I would not trade it for anything. When I was a student, I felt like people went out of their way to help. I feel like my professors poured into me, and they have been my educators for life. When I had to negotiate my first salary, I called a professor. When I moved to a bigger market in D.C., I called a professor. When I got married, I invited my professors. They are such a part of my life, and I’m so, so grateful to them.

4. How does your experience as a working journalist shape your teaching?

Most of my students are getting their news from social media. They’re not consuming and creating news the way I did, and so I wanted to keep up. I felt if I’m going to be someone’s teacher, I want them to have the most up-to-date kind of way of doing things. And when we talk about ethics, which I talk about in almost every class, I wanted up-to-date examples. I never want to stop practicing journalism so I can feel like I can bring my experience back to the classroom and my students and keep discussions relevant.

5. With journalism constantly evolving, what remains constant for you?

When I was at the U of I, we were still using something called carts—they’re like bulky cassettes you don’t even use anymore for broadcast journalism—and the format has changed several times over since then. I’ve already seen so many changes, and with AI, there are going to be many more. But I always tell my students, you can write with your finger in the sand, or you can write on the latest Mac computer. It doesn’t matter what you’re writing on, if you don’t have something to say. And that is my job—to help students figure out what they have to say. To me, that is most important, and so I’m sure by the time these students graduate, or by the time they are mid-career, AI will probably be old, and they will be wrestling with technology we haven’t even heard of or thought of yet. But really, learning how to think is why they’re in my classroom and that is what I focus on.

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Advertising students named to AAF’s Most Promising Students program



Four seniors in the University of Illinois chapter of the American Advertising Federation were named to the American Advertising Federation’s Most Promising Students Class of 2026—an honor given to select students each year throughout the United States. Honorees include advertising majors Odinakachukwu (Odi) Ogbuefi, Claire-Michelle Sweet, and Kara Yoo. Valerie Zapata, a marketing major, was also selected.

AAF Students

The students were invited to an industry immersion program in New York on March 23-27, where they visited various agencies and brands, saw customized billboards of themselves displayed on Times Square, and networked with countless individuals at some of the top advertising, marketing, and media companies in the country.

Before the conference, students were split into five teams to participate in the annual pitch competition. In partnership with dentsu and Adobe, students were presented with a brief that challenged them to use various Adobe products to build an activation plan for a fictitious coffee brand. During the week in New York, students presented their pitches to executives from both dentsu and Adobe. Sweet was part of the winning team.

At the completion of the Most Promising Students program, students were honored and celebrated at the Building Bridges Brunch, where they had the opportunity to share their personal taglines and connect with their mentors. The event ended with a Recruiters Expo, where students engaged in one-on-one conversations and interviews with companies eager to connect with the next generation of talent.

The Most Promising Students Program began in 1997 and serves as part of AAF’s mission to ensure that the advertising industry is led by a wide variety of informed perspectives, cultural influences and diverse backgrounds.

Since the program’s inception, nearly a thousand students from colleges and universities across the country have participated in this premier event. Students attribute the success in obtaining a job after graduation to the distinction that comes from participating in the Most Promising Students program.

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Super Bowl commercial expert Pat Burke to be alumni speaker at Media Convocation



Patrick Burke (BS ’95, advertising)—the creative mind behind top-rated Super Bowl commercials for Lay’s, Rocket Mortgage, and Jeep—will serve as the alumni speaker at the 2026 College of Media Convocation ceremony.

Pat Burke and actor Bill Murray on the set of the 2020 Jeep “Groundhog Day” Super Bowl commercial.

Now the executive creative director at the Los Angeles–based ad agency Special U.S., Burke most recently oversaw the 2026 Uber Eats Super Bowl campaign, bringing his total number of Super Bowl commercials created to 18.

Although Burke didn’t originally set out to become a leader in Super Bowl advertising, he says he’s grateful for the success and opportunities the path has brought.

“It wasn’t my intention to build my career around the Super Bowl, but that definitely led to [my current job] opportunity and even things like the U of I wanting me to speak at convocation,” he said.

Burke, a three-time commercial Emmy nominee and winner of a Cannes Lions Grand Prix, spent the first 30 years of his career in the Chicago advertising industry working at several different agencies, including DDB Chicago, Ogilvy & Mather, and Highdive Advertising.

While at DDB, Burke helped create two Super Bowl commercials that scored in the top five of the USA Today AdMeter ratings. During his six years at Highdive, he made six commercials that landed in the top-five AdMeter spots.

In 2025, Lay’s “The Little Farmer” scored #2 on the USA Today AdMeter. In 2020, Rocket Mortgage’s “Comfortable” starring Jason Momoa scored #5 and Jeep’s “Groundhog Day” with Bill Murray won first place.  

“It wasn’t my intention to build my career around the Super Bowl, but that definitely led to [my current job] opportunity and even things like the U of I wanting me to speak at convocation.

Pat Burke

Executive Creative Director at Special U.S.

Burke said that collaborating with Murray on the Jeep commercial, a parody of the 1993 film, was the highlight of his career.

“I didn’t think we’d ever get [Murray] because he doesn’t really do advertising or commercials, and doesn’t have an agent, so he’s hard to reach,” Burke said. “Even if you want to get him to [make] a movie there’s a famous process you have to go through where you send your script to a P.O. Box in Charleston, South Carolina, and then you just wait, and you hope that he gets back to you.”

Murray would eventually see the script and agree to do the commercial just a few weeks before the Super Bowl.

A behind-the-scenes peek at the making of the 2020 Rocket Mortgage Super Bowl commercial starring Jason Momoa. Burke is seated in back, second from left.

“As far as celebrity encounters for me, it doesn’t get any better than Bill Murray,” Burke said.

Another career-defining moment for Burke was the 2012 release of the “Skittlespox” commercial, which he crafted for Skittles while working at DDB Chicago.

The commercial sparked some controversy among critics who found the premise odd, and even Burke admits it may have run for too many years. But the ad is still the highest-testing Skittles commercial in brand history and a pop-culture phenomenon inspiring countless online re-creations and Halloween costumes.

For Burke, seeing an idea he’s worked on for months come to fruition is the best part of his job.

“You come up with an idea that you think is amazing, and so often, it doesn’t end up getting made, or if it does, it gets changed—death by a thousand cuts,” Burke said. “If something does make it all the way through and it gets made in a way that you pictured it, seeing all [the work] come to life is definitely the fun part.”

Burke’s return to campus will bring him closer to the western suburbs of Chicago where he grew up. Burke, who described his younger self as a “creative kid,” came to the University of Illinois to study art but then switched his major to advertising.   

He credits a class with Peter Sheldon, senior lecturer of advertising, for having a major impact on him and his future career.

“Peter is just a brilliant creative himself and so we all learned a ton from him. He had us all inspired and feeling like we could actually do this for a living,” Burke said. “A bunch of us [in his class] ended up getting jobs and succeeding in the industry, and are still working today, so he’s got a good legacy.”

Burke and actor Jason Momoa.

Burke keeps in touch with Sheldon and has returned to his class over the years to give feedback on student portfolios.

A nature enthusiast who enjoys fly fishing, camping, hiking, and backpacking, Burke has also published many pieces in outdoor magazines like The Drake, a grassroots journal about flyfishing.

Burke also serves on the board of directors for Chicago Voyagers, a non-profit organization serving Chicago’s at-risk youth through trauma-informed outdoor/adventure-therapy programming.

Burke encourages young graduates, especially those entering a creative field like advertising, to focus on simplicity in their work.

“Focus on a simple idea—those are what resonate. Just stick to it and always keep that as your North Star.”

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