“Nearly six decades ago, a research breakthrough at Michigan State University changed how the world treated cancer,” President Kevin Guskiewicz said in the release. “Today, research at MSU ranges from developing new treatments for pancreatic cancer, to enhancing security by testing the next generation of microchips, to developing more resilient crops that help lower food costs.”

"I am thrilled to see the Big Ten Conference help spread the word about the impact of universities like MSU on communities across the country and around the world,” Guskiewicz said.

The ad comes as the Trump administration's cuts to student aid, loan programs and research funding are taking shape at MSU and universities across the country. It also follows sustained calls on campus for university administration to push back on such measures.

When asked whether the ad was made in response to those pressures, MSU spokesperson Amber McCann said it came from a “desire by conference members to showcase the impact” of Big Ten schools on education, innovation and economic growth.

The goal is to reach beyond students and campuses to raise awareness about “the critical work taking place at America’s research universities," she said. 

Because the ad will run on the Big Ten Network, McCann said there was “no specific cost” to MSU or the conference for the airtime.

The ad follows MSU’s own “Research for You” campaign, launched earlier this year to argue for the importance of the institution's work. "From lifesaving cancer drugs that treat millions to advancements in agriculture that help deliver healthy food to the kitchen table, Spartan research makes life better," a webpage for the campaign said. 

The website continues, "The federal government's decades-long partnership with MSU provides vital funding for research breakthroughs and technologies while also ensuring the university is preparing the next generation of leaders to meet tomorrow’s challenges."