Campaign details

Brand: Prudential Financial
Brand owner: Prudential Financial
Lead agency: In house
Country: United States
Industries: Insurance
Media channels: Cinema, Mobile & apps, Online video, Social media
Budget: Up to 500k

Executive summary

In 2014, Prudential began planning a new technology solutions center to unite a critical business need with an important social initiative. The focus was on harnessing the talent within the veteran and military community, creating a strong pipeline of skilled workers for the enterprise. Guided by a belief that the power of business can have a meaningful impact on people's lives, Prudential sought a sustainable solution to a pressing problem.

Prudential has closely studied unemployment among US veterans. It is both a real and a perceived issue. Veterans feel their greatest challenge upon leaving the military is finding a job (Source: Prudential Veterans' Employment Challenge Study). They have difficulty explaining how their military experience translates to skills of interest to a civilian employer. Plus, some employers may have preconceived, unfounded biases regarding a vet's psychological mindset or physical limitations.