Case Studies

<- Back to Case Studies


Apprenticeship & Non-Traditional Employment for Women (ANEW)

Services:
Advertising and Promotion, Collateral Development, Graphic Design, Media Buying, Message Development, Video Production

Building Strong Futures


Situation
Take a moment to visually an electrician. Do you think of a tough, hands-on male? Most do. And that is because of the female construction laborers represent just three percent of the jobs in the heavily male-dominated field.
Team Soapbox was hired by Apprenticeship and Non-Traditional Employment for Women (ANEW), a non-profit organization that provides training and apprenticeship in construction trades for women, to change this reality. Through a targeted advertising campaign, Team Soapbox designed and coordinated a series of advertising buys to raise awareness and increase enrollment in the ANEW program.

Strategy
With a very short two-week timeline, Team Soapbox moved into high gear to research, coordinate and develop a suite of creative advertising buys for ANEW.

We quickly scheduled a photo and video shoot on a construction site where ANEW apprentices are working to capture them in their work environment. Within the few next days were able to turnaround two videos – both a 15 second video for television and movie theatre advertising and a longer 45 second video for the clients’ website – and the creative artwork for the billboards and bus board ads.

Results
• We produced a 15-second video that was shared with viewers in north King County and Snohomish County:
o Cable Television: The video ran on the KSTW, channel 11 over a period of four-weeks. .
o Movie Theatres: The video played in three theatres in Snohomish County, before every movie and at every screening.
• We produced a 45-second video that is displayed on ANEW’s website and shared at job and recruitment fairs.
• Using the images from the photo shoot, Team Soapbox designed large scale print advertising to attract women into the construction trades.
o Billboards: Three billboards located in the SODO area of Seattle and along Highway 99 were secured for a four-week period.
o Bus Boards: Large exterior bus boards, as well as interior bus advertising, were displayed on multiple bus routes in north Seattle for four-weeks.

Videos



15 second PSA

45 second PSA