Summary
Grads of Life aims to connect hiring managers to opportunity youth, a segment often overlooked for jobs because they lack traditional credentials. While these young adults may not have access to higher education, they make up for it with skills like resilience and accountability– skills that are invaluable, but very difficult to communicate on paper.
Past Grads of Life campaigns had taken a PSA approach, relying on print and TV ads to build awareness of their cause. But this approach didn't get at the root of the problem: We needed to disrupt hiring manager behaviors and incite action, not...