Engaging Employees with Personal Conversations
Prudential’s editorial team sought an engaging way to provide resources to U.S. employees burdened by student debt. As creative director, I proposed a storytelling campaign featuring candid conversations to create a personal and memorable experience that would prompt employees to take action. I conducted interviews, crafted outlines for the employee narratives, developed a digital hub, and collaborated with a strategist and video producer to execute the project.
PROBLEM
Employees across generations are struggling with student debt—which affects their ability to achieve key life milestones such as retirement savings, family planning, and homeownership.
SOLUTION
To resonate with employees, I proposed and developed a compelling, story-driven campaign featuring real employees and highlighting the impact of student debt on them and their families.
EXECUTION & OUTCOME
We interviewed and selected 5 employees to share their personal stories of student debt and hosted 3 generation-specific panel discussions. I compiled these stories into a digital hub on Prudential’s intranet, along with employee resources for managing student debt.
The results? Employees connected with the stories and appreciated having all the resources in one place. They also shared their own stories and provided feedback on additional resources they wanted from the company. This prompted stakeholders to re-evaluate and enhance the resources available as a part of Prudential’s offerings.
Watch the Campaign Trailer
The Many Faces of Student Debt
Panel Conversations Among Generations
Millennials (36:08)
We asked six millennials in various stages of their careers and lives to discuss how the looming student debt crisis affects them.
Generation X (38:03)
We asked six Generation X employees with children of varying ages to discuss how they handled student debt and its impact on their own livelihoods.