verso joins hybrid recruiting campaign
laborers international union of north america (liuna)
A hybrid campaign for the unionization of a paper mill in Michigan’s Upper Peninsula.
Verso Joins aimed to encourage paper mill employees in Michigan's Upper Peninsula to join the Michigan Labor Union. After the success of the Our Union Stories campaign, the Laborers International Union of North America turned to Modern Animal for a new approach. Our speculative proposal was for the Union’s first hybrid digital-analog campaign, blending printed materials with a targeted landing page to deliver compelling content. This innovative strategy would effectively engage the target audience, driving interest and action towards union membership.
