Propper Daley

Case Study

Achieving Tomorrow: Voices Campaign

U.S. Chamber of Commerce Foundation

Objective

Inspiring communities to help students succeed

Project Type

Campaign Content Creation

Impact Area

Education

Client Type

Foundation

Client Need

The U.S. Chamber of Commerce Foundation believes that the solution to our workforce challenges lies in the power of educators, administrators, community leaders, parents, and businesses coming together to help students prepare for success. Most students don’t believe they will graduate with the knowledge and skills needed to succeed or they say they lack the proper support to match their interests to potential occupations. Although this issue needs to be tackled urgently, it often feels abstract and impersonal, making it crucial to rally stakeholders across sectors to engage in their own backyard. In order to grow the collaboration between businesses and communities across the US, the Foundation has engaged Propper Daley for 5 years, leveraging the agency’s behavioral-science based narrative and creative capabilities to develop breakthrough marketing campaigns.

Our Approach

Propper Daley deeply understands strategic social impact creative and production, determining that the principals of  behavior modeling and human centered storytelling were key to conceptualizing, designing and launching the Achieving Tomorrow: Voices campaign. At a time when the conversation about connecting kids’ interests to education to their workforce journey only existed in small academic circles, PD recommended that the USCCF make this collaborative approach accessible by highlighting ’bright spots’ across the country where communities united to ensure their students are equipped for success. The campaign showcased the power of these local approaches, and utilized targeted media distribution to amplify content, maximize viewership, reach other business leaders and drive engagement and conversation around this incredibly important topic.

We have engaged Propper Daley for 5 years to develop and execute our creative campaigns to support the US Chamber of Commerce Foundation’s work in Education and Workforce Development. Because they sit in the social impact space, they are a unique agency that understands strategy, outcomes, how to talk to key audiences AND has the creative firepower to build beautiful, award winning campaigns that breakthrough the clutter and change peoples’ hearts and minds. When we need to translate complicated concepts into moving videos, narratives and determine how best to leverage social/digital media to reach our audiences, Propper Daley is our go to agency.

Caitlin Low
US Chamber of Commerce Foundation

Impact

This pioneering campaign, developed, produced, directed and post-produced by PD, reached millions and brought new partners to the fold. Achieving Tomorrow content has generated 41.8M impressions, 2.3M video views, and 53,532 engagements to date. By championing this interconnected educational approach early, the USCCF increased strategic alignment with local organizations and education leaders and engaged new partners like the NFL, Toyota, and Boeing, as well as creating openings for a major philanthropic grant to expand the work. PD’s creative campaign development with The US Chamber of Commerce Foundation also earned a nomination for a Shorty Award in Impact Content.

  • 41.8M Impressions

  • 2.3M Video zviews

  • 53,532 engagements to date

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