Georgia Highway Contractors Association
Strategy, Naming, Brand Identity, Print, Out-of-Home, Website Design (English/Spanish), Copywriting, Content Creation
The Georgia Highway Contractors Association (GHCA) launched a campaign to generate awareness about road construction careers in Georgia. Dubbed Fast Lane to Jobs, the campaign seeks to promote the benefits of a career in highway construction with an emphasis in raising awareness among women about the many career possibilities in the field, and connect prospective workers with contractors who are actively hiring.
The creative strategy was to incorporate strong visuals, use bold color balanced with plenty of eye pleasing white space and minimal copy. The hero of the campaign is GeorgiaRoadJobs.com, an interactive website and educational resource for those interested in exploring a career in road construction. The site includes job descriptions, average salaries, typical career paths and an interactive map highlighting which highway contractors are hiring. To increase engagement, we created a worker spotlight page featuring videos and testimonials of highway construction workers.
