IBEW

The International Brotherhood of Electrical Workers (IBEW) was founded to represent the more than 775,000 active members and retirees working in a variety of crucial industries including utilities, construction, telecommunications, broadcasting, manufacturing, railroads, and government. Their organization bargains as a collective body of union members, pushing for fair wages, benefits, and workers rights. In short, the IBEW has a big story to tell, and they looked to JMS for leadership in creating a campaign to re-educate the public on the power of unions.

We settled on the concept of “Reunion” as a framing device, one that pushed back on the traditional union debate and instead reconsidered how labor and management come together. We also worked with IBEW on a series of assets for International Women's Day, reframing the larger meaning of “brotherhood” to be more inclusive. Both our strategy and creative teams worked closely to develop the resulting campaign and maximize impact through copywriting, photography, and brand positioning.