OUR UNION STORIES VIRAL VIDEO CAMPAIGN
laborers international union of north america (liuna)
A photo- and video-driven social media campaign to drive interest in the trades.
project results
51%
of followers are Millennials and Gen-Z under age 35
3K+
followers in the first 1.5 years of running the campaign
28K+
total likes, comments, and shares in the same time period
Our Union Stories was a groundbreaking multi-year social media campaign that redefined online storytelling. We aimed to showcase the real, gritty stories of Labor Union members who build our infrastructure—roads, bridges, pipelines, buildings, and railroads. After researching our target audience, we discovered that younger generations would be moved by authentic portrayals of these dedicated professionals. We crafted a narrative that highlighted the devotion and success of these men and women, presenting them in the compelling light they deserve.
