Empowering Women
to Get Unstuck
Using a behavioral science lens, Cannonball helped Rung develop a new strategy that informed a successful recruitment campaign – by understanding a woman’s unique experience of simultaneously feeling both positive and negative emotions around having a career they’re feeling unfulfilled in (-) and the opportunities that lay in front of them (+).
Seeing Themselves Supported
The recruitment campaign helped women see they could capture their opportunity while alleviating the roadblocks that kept them from focusing on themselves. It also helped build their confidence by showing Rung as a partner whose role is to support them in (a surely daunting) career change.
With myriad messages that realistically spoke to women, the campaign delivered a tagline that reinforced Rung’s role of support and empowerment: “You got this. You got us.”
Using photography of women who had successfully completed the accelerator program helped potential members see themselves in complex geospatial and tech careers. The campaign made the switch more approachable, real and appealing to an unfamiliar audience.
Even Better
With both digital display and social media ads targeting women in locations around St. Louis, the spring 2023 cohort campaign exceeded Rung’s goal for completions of the interest form. But even better, they increased their cap for members due to demand.
Campaign deliverables included social media posts, digital and outdoor, along with a brand-new, user-centered website.
