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
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
Student debt is now the second-largest consumer debt Americans carry, surpassed only by mortgages, and exceeds credit card debt by $620 billion. This isn’t just an abstract issue—it’s a real challenge affecting many, including your colleagues, and perhaps even you.
In the videos below, five employees share their personal experiences with student debt.
Tyler’s Story
Tyler, a recent graduate, feels the weight of student debt already holding him back from his dreams, like buying a home, traveling, or pursuing further education.
Stacy’s Story
Stacy, a first-generation American, is deferring her loans while pursuing law school, but is already preparing for the financial strain she and her husband will face once they must repay both their debts.
Meet Vincent
Vincent, the first in his family to graduate from college, is postponing major life milestones like buying a home and starting a family as he and his wife make mortgage-sized student loan payments.
John’s Story
John is a divorced father balancing the costs of supporting his daughters’ college dreams while managing his own financial anxiety and lifestyle adjustments due to student debt.
Kelly’s Story
Kelly and her husband are helping their daughter pay off her student loans, creating financial strain on their household while feeling the long-term impact of student debt on young adults’ success.