Connecting opportunities to the next generation of Idahoans.

Idaho needs a skilled workforce. Students want a future that feels right for them. The opportunity was to connect the two in a way that actually resonated. Through Idaho LAUNCH, we helped turn a statewide workforce initiative into a student-centered campaign with measurable results.

The business situation

A new generation needed a new conversation

Graduate. Go to college. Get a job. For generations, this has been the message. But for today’s students? It’s not that simple. They’re questioning the traditional path and looking for one that feels like their own. At the same time, Idaho faces growing demand for skilled workers across critical industries. The challenge was connecting students with futures they could see themselves in while helping build the workforce Idaho needs.

The insight that drove the work

Make real futures feel possible

Instead of defining success for students and adding to the pressure, we led with possibility and let them make the call. Real careers, honest storytelling, and approachable creative helped students see themselves in futures they may have never considered. Idaho LAUNCH became the support that helped students take the next step and find their thing.

The impact

Idaho students went from unsure to in-demand

The campaign connected students with education, training, and career pathways, expanding their view of options. With over 24 million impressions, Find Your Thing drove a 17% year-over-year increase in applications and a whopping 7,500% increase in YouTube subscribers, helping students go from unsure to in-demand.