By Sylvie Stephens, Business Editor
Earlier this semester, Arizona Ascent highlighted how students in the University of Arizona’s Applied Advertising course have been building a real campaign partnership with BaseCamp for Veterans (BCI) – a Tucson nonprofit using equine-assisted development to support veterans as they transition back into civilian life.
That story was just the beginning
Now, the partnership has entered a new chapter one rooted in direct connection, lived experience, and community engagement.
Witnessing Impact at White Stallion Ranch
On October 24th, I had the opportunity, along with two of my classmates, to attend BCI’s reunion weekend at White Stallion Ranch. This yearly gathering brings back veterans and families who have completed the program. The reunion weekend ran from October 24th–26th and served as a space for participants to reconnect, reflect, and continue their growth journey.
On Saturday the 24th, we watched the penning event in the arena, a signature activity that tests teamwork, trust, and communication between veterans and
horses. Throughout the day, we spoke with past program participants about what BCI meant to them, and their stories made one thing clear: this is not just a program, it’s a lifelong community.
Audrey Pitzer, our student director, shared her own reflection on attending the reunion:
“It was amazing getting to go to the reunion. I was able to better appreciate and see the impact of BCI. It has saved lives and given people such a great community to be a part of even after they have finished the program. I’m so grateful to get to work with BCI this semester and help share their mission with the Tucson community.”
Hearing those stories firsthand has reshaped how we approach this project. Our work is no longer just about communications strategy; it is about honoring real people and their lived resilience.
Bringing the Mission Back to Tucson
To bring this mission into the broader Tucson community, our class is now hosting a BCI Community Night on December 2nd from 5–7 PM at Union Public House.
The evening will include raffles, food, and guest speakers who will share personal insight into the transformative impact of BCI creating an opportunity for students, faculty, families, and Tucson locals to learn more, engage directly, and support the organization.
We encourage the Tucson community to come out, attend, and be part of this mission-driven event. Your presence helps amplify the impact BCI is making in the lives of veterans.
What Comes Next
As we wrap up the semester, our agency-style teams are transitioning from planning to execution, applying creative, PR, marketing, and operations strategy into real-world action.
But the biggest lesson this partnership continues to teach is that advertising is more than messaging, it’s storytelling with responsibility and purpose.
From ranch conversations to upcoming community activation, our BCI partnership has reminded us that when done right, advertising doesn’t just persuade, it connects.
And that connection can drive real impact far beyond the classroom.
