COVID-19 has had untold impacts on Floridians and the economy. The pandemic created an unprecedented surge in unemployment with more than 1 million unique claims for Reemployment Assistance statewide. The CareerSource Florida network’s mission is to connect employers with qualified, skilled talent and Floridians with employment and career development opportunities to achieve economic prosperity. Never has that mission been so critical.
To successfully achieve this mission, the network needed to reach people who had never been engaged before. Suddenly, the target audience grew from being very specific (geographically located, businesses needing assistance with training grants, career seekers with specific characteristics) to being Floridians from across the state, working in varying industries, and businesses of all sizes.
When the impact of COVID-19 started to become more clear, Moore worked with CareerSource Florida to halt all unrelated advertising and social media outreach, and quickly stood up a landing page featuring state and federal resources, supported with advertising, to drive Floridians to the site.
But there was a bigger opportunity. An opportunity to be timely, informative and a source of support to a population worried about what tomorrow brings. From this idea, the Help is Here campaign was born.