FIGS is a US healthcare apparel brand best known for turning medical scrubs into something performance-led and design-conscious. At the Winter Olympics, it returned as the official outfitter of Team USA’s medical team, providing scrubs for more than 150 doctors, physios and support staff. Instead of focusing on the athletes, the campaign puts the camera on the people who keep them competing. Lindsey Vonn helped tell that story, reminding us that behind every medal is a recovery table, a diagnosis, a steady pair of hands.

Can’t universities do something similar? We’re quick to spotlight superstar academics and high achievers. But what about the lab technicians, advisers, librarians, wellbeing teams and mentors who make those achievements possible? Imagine your own campaign celebrating the endeavour of your own unsung heroes, reinforcing the supportive culture we’re sure you keep talking about.