MISSION:
RAISE (Restaurants Advancing Industry Standards in Employment) to create more awareness via Gen Z and Millennials and the inequities in the restaurant industry, and to build the RAISE community.
UNLOCKED INSIGHT:
People have a demand for restaurant workers to have better working conditions with the call to nurture work environments. This means adding work safety and equity in addition to dollars as metrics of a restaurant’s bottom line.
GAME PLAN:
Get Gen Z and Millennials to become aware of workplace inequities by sharing relatable stories and digestible information.
TV Spot
We developed a tv spot to exaggerate the negative aspects of the restaurant industry via job interviews. It then begs the question: if millions are working in this industry, why is the bar set so low?
Digital Ads
We created digital ads to spread awareness of RAISE Restaurants and help the cause by informing people of the disheartening conditions in the restaurant industry.
Pitch, Play, Plunge
When it comes to Instagram, there are three different types of posts with varying psychological rationale. Pitch, which is to provide digestible and easily shareable information - hence the member highlights below. Play, which is making it interactive - which could be done via quiz as shown in the middle. Plunge is all about being immersive, which is why the third example is a virtual event. It encourages participation from the audience.
Social Media Templates
We created templates for RAISE Restaurant social media managers to continue creating content for social.
Social Influencers
Here we have 3 RAISE members who stood out the most. Their restaurants are from the top 3 states that you’ve mentioned are most important for reaching - those being Massachusetts, New York, and Michigan. Irene Li, Nadege Fleurimond, and Lisa Ludwinski have social media profiles that reflect the empowerment of RAISE and have expressed support for marginalized communities.
RAISE Badges
We designed badges that can be used on social media (as stand-alone posts for restaurants to announce they're joining RAISE Restaurants or as a story highlight cover) or as a sticker that can be placed on the outside of the location.
Credit:
Art Direction / Production - Alexa Fazzino, Kenneth Medina, Blaine Tanner, Cameron Kelly
Strategy - Maya Solarana, Muhammad Ali
Public Relation - Bryan Lezama
Media - Tonisha De Witt, Lauren Tse-Wall
Planning / Account - Richard Simon, Zachary Holston
Project Management - Young Lei, Nicole Trezza
