The Charles Rangel Infrastructure Workforce Initiative seeks to challenge conventional notions of success by providing opportunities for individuals to thrive in essential, non-traditional careers within the infrastructure sector. In a world where corporate jobs often overshadow alternative pathways, RIWI aims to redefine success and empower individuals to pursue meaningful work that offers both stability and security.
The brief:
The Rangel Initiative, established in 2022, is seeking inventive approaches to increase both visibility and user sign-ups. As a newer player in the field, they require heightened exposure to attract individuals interested in contributing to infrastructure projects
The insight:
People’s perception of success has pigeon-holed them to believe they can only achieve it with corporate jobs, even though they don’t always make sense.
The creative idea:
Our "No B.S. or B.A." campaign challenges the notion that success is exclusively tied to corporate jobs by showcasing the tangible benefits of careers in the infrastructure sector. Leveraging witty and irreverent messaging, RIWI presents LinkedIn profiles of individuals with jargon-filled job descriptions, prompting viewers to ask the question: "So what do you actually do?"
Through humorous and relatable scenarios, the campaign exposes the disconnect between inflated job titles and the meaningful work being done within RIWI. By emphasizing that no degree is required for these essential roles, RIWI positions itself as a gateway to lucrative and fulfilling careers that offer job stability and security.
Credits:
Project Manager & PR: Roderic David
Management Lead: Jason Liu
Strategic Planner: Bianca Fernandez. Maria Abreu
Comms Planner: Claudia Chiqui
Creatives: Lyss Tan, Stella Ramirez
Digital & Print Ads:
Social:
Amplification through Influencers:
Marketing Materials:
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