No B.S. or B.A.
The City College of New York
THE ASK
> The Charles B. Rangel Infrastructure Workforce Initiative (RIWI) program seeks to provide a pathway to a career in infrastructure without a traditional college degree. But the program is new and has a low number of applicants. How can RIWI increase enrollment despite the negative stigma surrounding non-traditional post-secondary education?
> The Charles B. Rangel Infrastructure Workforce Initiative (RIWI) program seeks to provide a pathway to a career in infrastructure without a traditional college degree. But the program is new and has a low number of applicants. How can RIWI increase enrollment despite the negative stigma surrounding non-traditional post-secondary education?
MY HYPERFIXATION
> People’s perception of success has pigeon-holed them to believe they can only achieve it with corporate jobs... even though those jobs don’t always make sense.
> People’s perception of success has pigeon-holed them to believe they can only achieve it with corporate jobs... even though those jobs don’t always make sense.
THE MESSAGE
> In a world with so many made-up sounding jobs, RIWI is the place where you can find a real one. The No B.S. or B.A. campaign cuts through the noise with a confident and witty tone. It tells our target that they can achieve the success they want through a fulfilling career in infrastructure, without all the corporate B.S.
> In a world with so many made-up sounding jobs, RIWI is the place where you can find a real one. The No B.S. or B.A. campaign cuts through the noise with a confident and witty tone. It tells our target that they can achieve the success they want through a fulfilling career in infrastructure, without all the corporate B.S.
OOH
> Our first set of out-of-home will be posters on the side of NYC sidewalks. These bold posters will grab our target’s attention as they walk home from their 9-5 job.
PR
> To coincide with National Infrastructure Week, RIWI will host interactive pop-up sessions held across Harlem and the Bronx that give the audience a chance to learn about the breadth of infrastructure careers.
>> Fly drones to learn
about the need and process of creating better food systems for communities, hear the sounds of the
Second
Avenue Subway Line project to expand transportation routes, and even build a rechargeable battery to dabble in clean energy.
>> Step into our mock office phone booths to do anything but get on a Zoom call. Using our photo machine participants can take a professional headshot,
before transitioning into a selfie that lets them show off their unique side,
plus record a video message of their choice.
>> Flyers will be placed throughout these neighborhoods, each with a QR code that links to an actual Google Calendar invite. That way, people can block off their
schedule to have a No B.S. or BA day with RIWI.
SOCIAL
> “No B.S. or B.A.” focuses on RIWI’s Instagram when it comes to social. The content is conversational, providing our audience an escape from their boring desk job, so they can find refuge in RIWI and infrastructure.
Creative Lead/Art Director - Stella Ramirez
Copywriter - Lyss Tan
Project Manager/PR Strategist - Roderic David
Account Lead - Jason Liu
Strategists - Bianca Fernandez, Maria Abreu
Comms Planner - Claudia Chiqui
Copywriter - Lyss Tan
Project Manager/PR Strategist - Roderic David
Account Lead - Jason Liu
Strategists - Bianca Fernandez, Maria Abreu
Comms Planner - Claudia Chiqui