The No B.S, or B.A. Campaign for RIWI
The Charles B. Rangel Infrastructure Workforce Initiative (RIWI) at The City College of New York will equip historically underserved communities with in-demand digital and operational skills through innovative curricula, simulation-based training, and experiential learning opportunities to help them pursue careers in the rapidly changing urban infrastructure sector.
Positioning Characters
Hero: A young, ambitious individual (Gen Z or Millennial) stuck in a dead-end job, yearning for a fulfilling career and financial security.
Villain: The societal pressure to follow the traditional college degree path and the misconception that blue-collar jobs are low-paying and lack advancement opportunities.
Mentor: A successful RIWI graduate who found their dream career in infrastructure, showcasing the program’s effectiveness.
Building Suspense
Gen Z, wants to build a career but doesn’t know how. Struggles with financial stress and trying to achieve adult milestones.
Show that though vocational programs, including RIWI, are often stigmatized, they can lead to good-paying jobs, hands-on experience, and a shorter, more affordable education than a traditional four-year degree.
Amplify the tension that corporate jobs are not as good as they seem to be and show RIWI gives the hero the space and autonomy to forge
their unique success.
Resolving Conflict
RIWI debunks the villain’s misconceptions, highlighting the good pay, benefits, and sense of accomplishment in infrastructure.
Interactive pop-up sessions held across Harlem and the Bronx that give the audience a reason to block out some time on their schedule “Take a Break from the BS” Open house - Each pop-up focuses on one of the 5 core infrastructure trainings RIWI offers.
Experiential
Phone Booth
In the vein of the now ubiquitous office phone booths, participants will be able to record a video message, sharing their feelings on traditional workplace 9 to 5 culture. Participants will be sent a version of their recording in a shareable RIWI branded format.
Raffle
Self-guided puzzle games, designed to challenge perceptions on infrastructure careers. Successfully complete a game to receive a ticket to enter a raffle for a gift card.
National Infrastructure Week
Fly drones to learn about the need and process of creating better food systems for communities, hear the sounds of the Second Avenue Subway Line project to expand transportation routes, and even build a rechargeable battery to dabble in clean energy.
Measuring success
Impressions : 15M
Website visits : (+)25%
Time spent on website: (+)50%
Attendees to event: 150
Enrollment: (+)25%
Shares within peak months: (+)30%
Shares within non-peak months: (+)20%
Social following: (+)200 followers
Social sharing of influencer posts: 200 shares
Likes of influencer posts: 2K likes
Comments on influencer posts: 400
Impressions of influencer posts: 10k
Creative Lead/Art Director - Stella Ramirez
Copywriter - Lyss Tan
Project Manager/PR Strategist - Roderic David
Account Lead - Jason Liu
Strategists - Bianca Fernandez, Maria Abreu
Comms Planner - Claudia Chiqui
