HIRING OUR HEROES

Advertising / Digital design

Veteran unemployment is a huge problem. The U.S. Chamber of Commerce created the Hiring Our Heroes initiative to combat the issue. While working at IO Studio in Nashville, TN, the Chamber partnered with us to build the first-of-its-kind web application that translates a veteran's military experience into a comprehensive civilian resume. It worked like gang-busters. Veterans now had a robust tool that elevated their resumes and gave them the confidence to transition back into civilian life.

Once the heavy stuff was complete, we had to get traffic to the site. Through job fair support and a strategic print campaign aimed at employers called "Over Qualified," we helped over 31,000 veterans and their spouses connect with committed HOH partner employers. Our campaign confronted the conflict that veterans aren’t qualified employees when, in reality, they are most likely overqualified. By not shying away from the stereotypes, the campaign acknowledges the falsehoods and clobbers them with a giant hammer.