Respect the Craft
Tunheim - April 06, 2016
The North Central Regional Council of Carpenters came to Tunheim looking for assistance in launching an integrated campaign to share the negative effects of payroll fraud in Minnesota and other Midwest states.
I acted as the lead content strategist in helping drive the vision and execution of all content related to this public affairs campaign. I also worked in crafting all campaign key messaging, in addition to an integrated communications plans. As content strategist, I oversaw:
All written content for RespectTheCraft.org
Video production
Story interviewing, editing and publishing
The campaign launched in spring 2016 and includes a 3-minute video featuring interviews with third-party advocates, such as Minnesota's Attorney General Lori Swanson, and workers who have been affected by the illegal practices of payroll fraud. Five stories were also created to tell how workers have been violated by payroll fraud and to weave a story encouraging consumers to help end this practice in our communities.