The Municipal Employment Authority - Jerusalem
The Municipal Employment Authority (MEA) of Jerusalem is responsible for helping local residents on the path to finding a new career. The MEA wanted to advertise its newest service, a free 30-minute phone consultation, and was looking for a strategic concept and a digital campaign that would encourage participation. The chosen creative angle was ‘30 minutes and you’re on the way to a new career,’ a concept that highlights the simplicity of the process by comparing it to everyday activities that take only 30 minutes to complete and can be done while on the phone: walk your dog, do laundry, clean your room, or find a new path. We designed and developed a friendly landing page in which residents can schedule a call via an interactive calendar, similar to making an appointment to the doctor. The campaign was a great success—the schedule was filled for months ahead, at only half the allocated budget.