Duke University's Brand in the Spotlight: A TV Show's Controversial Scene

The popular TV series "The White Lotus" stirred up trouble with Duke University. The issue started when a main character, a wealthy businessman named Timothy Ratliff, was shown in a tough spot. Ratliff, an alumnus of Duke, was in serious financial trouble. In a dramatic moment, he held a gun to his head while wearing a Duke T-shirt. This scene didn't sit well with the university. Duke officials were quick to point out that the show used their branding without asking. They felt the scene was inappropriate and didn't align with the school's values. The university's vice president for communications, marketing and public affairs, Frank Tramble, made it clear that Duke did not give the show permission to use their trademarks. He emphasized that the use of Duke's branding in this way could confuse viewers and imply an endorsement or affiliation that doesn't exist. The university also highlighted a serious issue: suicide is a major problem on college campuses. It's the second-leading cause of death among college students. Duke saw an opportunity to raise awareness about mental health. They used the controversy to remind people that help is available. They shared mental health resources on social media, encouraging viewers to reach out if they or someone they know needs support. The timing of the controversy was notable. It coincided with Duke's appearance in the men's NCAA tournament Sweet 16. The scene from the show sparked online discussions and memes, adding fuel to the fire. Duke responded by sharing mental health resources on X, emphasizing the importance of seeking help. It's important to note that suicide is a serious issue. If you or someone you know is struggling, there are resources available. You can call or text the Suicide Prevention Hotline at 988. You can also call the network, previously known as the National Suicide Prevention Lifeline, at 800-273-8255, text HOME to 741741 or visit SpeakingOfSuicide. com/resources for additional resources.