SXSW 2024
“The Paper Ceiling:” A Case Study in Transforming Culture
Description:
In September 2022, a groundbreaking PSA campaign introduced the language of “tearing the paper ceiling” into national conversation, giving a name to the invisible barrier that holds back STARs: workers Skilled Through Alternative Routes rather than a bachelor’s degree. We’ve driven incredible awareness: 4 in 10 employers report familiarity with the phrase as of June 2023, and it’s been referenced as a business “buzzword” in outlets like Fortune, Bloomberg and Newsweek. In this short time, we’ve effectively seeded this concept in culture and created more momentum to transform hiring practices.
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Takeaways
- How we simplified a complex workforce concept by creating a term - "the paper ceiling" - to define a common enemy
- How we mobilized our dual audiences - employers and employees - to help us spread awareness of the paper ceiling
- How we developed an impactful media strategy to reach our audiences
Speakers
- Dzu Bui, VP, Group Campaign Director, Ad Council
- Will Villota, Vice President, Marketing & Communications, Opportunity@Work
- Carina De Blois, Chief Operating Officer of Ogilvy North America, Ogilvy New York
- Doug Rozen, CEO, Americas, dentsu Media
Organizer
Mary Zost, Campaign Director, Ad Council
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