Statement of Purpose - Master's Application

Two little girls danced around the dirty streets, playing with pieces of trash and empty food

containers. They chased crows around the empty road as the sun set behind us, giggling and laughing with

ease. I met these joyful souls on my first volunteer excursion in Pakistan, serving food to hundreds of

individuals. The little girls were fed along with the others, but stayed behind to help clean up and play

with us. Their elation touched my heart, laughing and playing even while facing great hunger and poverty.

Experiences like these are why I love to give back, especially working with and for children. Hunger,

domestic violence, and human trafficking are major afflictions that impair a child’s development and

innocence, making these my primary areas of passion during impact driven projects. Through internships

and volunteer experience, social change has become my life’s mission, career, and primary academic

pursuit.

My internship at Laura’s House helped inform my career objectives and desire for a graduate

education. Laura’s House is an extensive nonprofit operation committed to the cessation of Domestic

Violence. While I have experience in other fields, it was Laura’s House where I found career

enlightenment. From developing creative media campaigns, designing virtual pandemic-era galas,

performing tasks in donor relations, to modernizing digital fundraising efforts, I felt empowered and “in

my element.” I raised followership on social media accounts by 20% and secured major donations

including a corporate grant valued at $18,000. Additionally, I earned my 40-hour Domestic Violence

Advocacy Certification, with subject matter in intimate partner violence, child abuse, elder abuse, and

human trafficking. This grants me the privilege of working directly with victims and survivors of abuse.

Now with extensive knowledge in California law, health care, and psychological trauma, I can help

people like my mother who sought help at Laura’s House during my infancy. This certification will also

inform any future campaigns related to marginalized populations and victims of harsh circumstances

during my career. After Laura’s House, I began to pursue every nonprofit opportunity that came my way.

The Annenberg Agency is an exciting new project, granting me hands-on experience in Public Relations

and Marketing in the nonprofit space.

Unlike many individuals pursuing a Master’s Degree, I am a third year undergraduate student and

my occupational experience is limited. However, with a program unmatched by any university in the

nation, USC Annenberg has played an immense role in developing who I am as an academic and a

professional, serving as further experience to inform my fit for your program. Courses in economic

journalism with Professor Gabriel Kahn, pursuits of global communication industry knowledge with

Professor Hernan Galperin, and learning the basics of empirical research with Professor Carmen Lee have

provided an excellent academic foundation for my continued quest for knowledge. My academic curiosity

has grown immensely, and I crave an intellectually-stimulating, rigorous post graduate experience.

Whether it’s leading philanthropic endeavors at the Walt Disney Company, managing corporate

social responsibility for a major Hollywood studio, or spearheading marketing campaigns for UNICEF,

social-impact will be a major focus of my career. In order to reach the level of leadership I hope to obtain

at these organizations, a post-graduate education in management is nearly vital. After many hours of

researching industry professionals and attending numerous speaker events at USC, I know that pursuing a

Masters in Communication Management at Annenberg will make me an industry leader. There are

numerous facets of the Anneberg Graduate Student experience that I hope to take part in to enhance my

professional development.

As an Annenberg Admissions Ambassador, I could speak for hours about the limitless

possibilities offered to students in our programs. Faculty members doubling as industry savants, a staff

offering unparalleled support, a modern, innovative course catalogue, formidable alumni network, and the

greatest young minds in the world. Specifically, I seek to explore philanthropy, marketing, and human

behavior, achievable with a concentration in marketing and supplemental courses in social change.

Professors such as Jonathan D. Aronson, Peter Clarke, and Hernan Galperin will grow my knowledge of

international, socially-informed media pursuits. Additionally, David R. Craig will instill a further

understanding of the entertainment industry and how to effectively utilize stories to make measurable

change. Finally, a firm foundation in marketing and research methods from Dr. Courtney Pade will ensure

that I have the knowledge necessary to manage major marketing campaigns for global nonprofits and

corporations.

To me, the most appealing aspect of the Annenberg graduate experience can be summed up in one

quote from adjunct faculty member Anne Famroze: “Students not only get an essential blend of theory

and practice, they get amazing access to wonderful professionals at top brands.” The quote follows an

article about her course, “Storytelling, Culture, and Experiential Marketing” where her students pitch an

incredible Barbie campaign to the President and CEO of BBDO, an elite advertising agency that

represents Mattel. This is what I want from a post graduate education, the most experiential training that

can be provided to me. Working with my future colleagues on real-world projects and exciting research

ventures will be the best preparation for a high-powered career in social change.

Additionally, I aim to develop research, management, and technical skills through my graduate

coursework. I have foundational knowledge of empirical research, but I hope to dive deeper and gain a

stronger expertise. If I am a communications professional with a mastery of data collection and analysis, I

will be ahead of the curve. I will achieve this through research courses as well as participation in projects

spearheaded by organizations like the Annenberg Inclusion Initiative. In addition, I need to learn how to

be an effective leader and manage numerous departments. A Vice President of Corporate Social

Responsibility leads countless projects and sectors at one time. Effectively inspiring my teams to be

impassioned by impact-driven work will be essential. Finally, I would like to hone my technical skills. In

an ever-changing media environment, being a “Swiss army knife” is advantageous. I aspire to gain an

understanding of UX Design and a foundation in computer programming. While I have an excellent grasp

of graphic design and the Adobe Creative Suite, I am interested in animation and developing a

professional proficiency in video editing. I hope that through technical courses and experiential projects, I

can develop some of these skills and become knowledgeable about anything I may encounter outside of

my academic endeavors.

Now more than ever, the social responsibility of a corporation is exceedingly important to

customers and shareholders. The need for socially-minded leaders in the workplace is growing, so my

future in this sector is promising. Getting a head start on my education with your progressive degree

program will allow for a faster, more experienced entry into the workforce. With my passion for service

and drive for success, I will lead companies toward global betterment, ameliorating the lives of people

around the world. I imagine the two little girls from Pakistan playing with toys instead of trash, laughing

free of hunger, chasing a dog in their yard instead of crows on the streets.

Faruqi_Anam_Statement of Purpose.pdf

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