70 million skilled workers are screened out of job opportunities - rejected by algorithms, individual bias, and stereotypes for lacking a bachelor’s degree when millions of jobs remain unfilled. AdCouncil and Opportunity@Work came to us to help them rewire the labor market and fight degree discrimination. Through desk research and audience interviews, we uncovered that employers didn’t realize they were part of the problem they were trying to solve. 

To solve it, we named it. "The Paper Ceiling" created an instant understanding of the barrier facing skilled workers without degrees. We launched a rallying cry for both employers and workers to tear through this ceiling. The campaign worked toward building a more equitable and inclusive labor market based on performance, not pedigree, inclusion, exclusion, skills, and degrees.

We designed and oversaw quantitative and qualitative research to test concepts and optimize creative execution across media placement. Partnering with cross-functional creative, comms, and media teams. We deployed a go-to-market strategy designed to work as a rallying cry, boosting awareness, changing minds, and driving impact.

The campaign generated 3.3B+ impressions and drove real systemic change, with 21 US states revising their recruiting policies and 400K+ new job opportunities created.