DESIGNING FOR SOCIAL CHANGE: GRADS OF LIFE

One of 22squared’s core philosophies is that “Together, we give rise to change.” Grads of Life and Advertising for Change are two projects that exemplify that philosophy.

Grads of Life is an organization aimed at working with companies to provide training and pathways to employment for “opportunity youth” -- young people between the ages of 16 and 24 who are neither enrolled in school nor participating in the labor market.

We redesigned the Grads of Life website in 2017 to drive more companies to contact the organization to see about providing their own pathways to employment and to provide a home for the “7 Seconds Resume” campaign that the agency was working on. The impact was immediate, and profound:

• Combined with the full campaign, site visits to GradsofLife.org increased by 74%.

• Companies contacting Grads of Life about these candidates increased by 2,150%. This includes an average of 45 businesses a month, up from the pre-campaign average of 2.

• The campaign was featured in Forbes and Fast Company.

• A global company integrated the 7-Second Resume into their recruiting/screening process. They received 1,200 submissions alone in just the first month of testing this.

• Each 7-Second Resume was viewed an average of 344 times.

• The 7-Second Resume even caught the eye of LinkedIn CEO, Jeff Weiner, who created his own video resume.

Years: 2017-2018
22squared