Category Archives: Uncategorized

Elevation Helps LiUNA Launch “Essential” Recruiting Campaign

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For years, Elevation has provided marketing and communications services to the Laborers’ International Union of North America (LiUNA), the union representing more than 70,000 public employees, and in particular workers within the construction industry. This past year, Elevation has focused on brand and recruitment initiatives to motivate construction workers to organize with LiUNA. As labor unions have lost public support, their membership has declined, making these types of projects more critical.

During the worst of the pandemic, building construction efforts continued and workers were considered “essential” – although they were not treated as such. Elevation developed the “You Are Essential” campaign to emphasize laborers’ rights to a safe workplace (even in a pandemic), paid sick leave, pandemic sick leave, workers’ compensation, and accurate wages and overtime pay. The campaign ran on digital platforms, social media channels, and radio, and generated more than 500 inquiry calls.

Even in COVID, Elevation Ensures the Signs Are Up

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Elevation Designs and Installs Signage for Biometrics Campaign at 15 U.S. Airports

As U.S. Customs and Border Protection (CBP) deploys biometric identity verification solutions at airports nationwide, Elevation has been leading the consumer-facing signage efforts. Working closely with the client, the Elevation team coordinates virtual site visits for each airport and meets with key CBP field personnel and airport authority staff.

To date, Elevation has outfitted more than 40 airports with signage. Efforts included developing both digital and print signage; facilitating signage translations; printing and shipping signage in a multitude of formats; and directing install teams at U.S.-based airports and Preclearance sites around the world (Canada, Ireland and the Bahamas to name a few). Signage is both instructional and promotional in nature and highlights aspects and features of the CBP biometric program.

Prior to COVID, Elevation conducted physical inspections and planned each implementation in person. With new pandemic-inspired processes and protocols, Elevation has been able to ensure projects are done correctly and efficiently even when managed remotely. Additionally, even though the project encountered budget constraints over the past year, the team found innovative ways to outfit each airport with the signage required, while still coming in under budget.

Elevation Leads Hispanic Efforts for CDC’s Quit Now Campaign

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In 2012, the Centers for Disease Control (CDC) launched the Tips from Former Smokers (TIPS) Campaign to educate the public on the dangers of smoking. At the time, the CDC noted that 1 in 8 adults with Hispanic/Latino Heritage smoked cigarettes. Since then, Elevation has supported numerous aspects of the award-winning CDC campaign. Most recently, serving as a subcontracting partner of Plowshare, Elevation led the Hispanic social media efforts to create awareness and prompt engagement and supported the Spanish-language TV integration efforts for this multi-year outreach campaign.
In 2020, the TIPS campaign goal was to generate Spanish-language calls to 1-855-DEJELO-YA, utilizing a custom “telethon-style” programming approach — Línea de Ayuda (LDA) — localized by market. In spite of the pandemic, Elevation continued to roll out the campaign to maintain awareness of CDC’s resources to help Latino audiences quit smoking. Call volume reached at least 6,500 attributable calls due to these LDA integrations. The LDA programming garnered an impressive 78% share of the overall 2020 Spanish-language call volume.