The Rockefeller Foundation
Expanding the conversation on job quality
America doesn’t just need more jobs—it needs better ones. While debates around wages were gaining traction, the broader idea of job quality was largely absent from the national conversation. Partnering with The Rockefeller Foundation, our creative approach was to develop a brand and integrated campaign that reframed what a “good job” really means. The effort came to life across multiple touchpoints—from an interactive website and campaign video to social content and a series of in-person events—each designed to reach working Americans where they were and invite them into the conversation. By expanding the definition beyond pay to include values like stability, growth, and dignity, the campaign helped spark a wider conversation about how Americans think and talk about work today.
The big idea
Website: workshift.us
An immersive digital experience and interactive quiz that allows users to discover what the values of a good job mean for them.
Quiz questions
Quiz results
Campaign video
Social graphics
Graphics focused on shareability as well as the dissemination of personal stories and core campaign messages.
Interactive events
An interactive installation that travelled the country to encourage Americans to think and talk about what having the essential values of stability, flexibility, opportunity and pride in their job would mean for them.
