Going PRO

Going PRO is a Michigan campaign designed to elevate the perception of professional trades and to showcase opportunities in a variety of rewarding careers. Below is the social media portion of a much broader campaign. Professional Trades careers offer much less debt, high salaries, more job prospects, and fast-track opportunities. Most high school students don't know this. This campaign draws on communication styles the target audience is familiar with, such as memes and parodies of cheesy college ads to educate them on the reality of professional trades jobs. Instead of college being the smart choice, students appear to be in denial of financial realities. Tagline: There's Another Way

FACEBOOK

Parodies of aspirational college ads a high schooler may see on their Facebook feed.

INSTAGRAM

Ads disguised in a popular meme format that utilize cheesy college stock photos.

SNAPCHAT

A snapchat quiz that makes the students feel like they have no other choice besides college, much like reality.

The snapcode takeover is an in-school activation to draw students to the quiz.

↑Back to Top