Tear the Paper Ceiling
Ad Council x Opportunity@Work
The paper ceiling is holding back over 70 million skilled workers without a bachelor's degree--contributing to cycles of inequity, damaging bias, and a national labor shortage.
We worked with Ad Council to create a 360 campaign with nonprofit Opportunity@Work, centered entirely on real people. I interviewed over 150 people to cast our team of six. We then crafted scripts around each person's authentic stories and spirit. We then translated those stories into TV, print, radio, OOH and a robust social and digital campaign.
The campaign launched with a coalition of over 50 companies including Google, LinkedIn, Apple and IBM, each making the pledge to help tear the paper ceiling.
TODAY Show / Fast Company / Bloomberg / Adweek / The Drum / Best Ads On TV / AgencySpy / PR Newswire / AdForum / Shoot Online / iSpot / McKinsey & Co / Newsy / Working Nation / Media Village / Business News / LinkedIn / Media Post / Flipboard / AdCouncil / Agency Daily / Work in Progress Podcast / Feedy / AOL News
Featured STARs: Justin Hutchinson, LaShana Lewis, Keith Parish, Shayan Bari, Karleen Griffin, & JD Davis
Role: Sr. Copywriter ECD: Andrea Messer Sr. AD: Grace Donahue Director: Gabriel Novis Production: Los York