Students in the Tippie College of Business created a local marketing campaign to promote sustainable behavior in Iowa City called IC Impact. Their objective was to have IC Impact start a sustainability movement in Iowa City that would lead to a positive impact on the community.

The platform encouraged communication and shares with other citizens and showing people that individual actions have a positive impact. It created a simple and fun way for people to learn about the benefits of incorporating sustainability in their own lives. The information platform included: a carbon footprint calculator, information on local and global issues, suggested solutions to sustainability issues in the form of small steps people can take, and individual and community metrics by which participants can track, measure, post pictures and videos of, share ideas about, and reflect upon their progress.