CASE STUDY

GOAL

To help miners realize that the jobs that came and went no longer would be coming back and that new career opportunities would give them more stable lifestyles. Out of work miners often would ignore retraining programs because mining paid so well and it was the kind of work they wanted to do.

CREATIVE CONCEPT

Create a campaign that captures the compelling story of this unique workforce program in a succinct yet comprehensive manner to reach both employers and employees.

PRODUCT

A series of materials and videos that explain the H.O.M.E. program using testimonials from real people and print materials that inform both the employers and participants. EKCEP had ambitious goals to meet for the funding. The participants more than exceeded those, enabling additional funds to be received over several years.