Minnesota Earned Sick and Safe Time Campaign

Be strategic in your planning.

Our team developed a statewide campaign to promote the health and wellness benefits of the Minnesota Department of Labor and Industry’s new Earned Sick and Safe Time laws. Starting with research and exploring audience needs, we created detailed profiles for employers and employees to define expectations, possible points of resistance, and plan for strategic targeting of audiences that would most benefit from knowing about the new laws. As a result, we created a plan with clear goals, thoughtful strategies, and deep-researched media choices.

Consider relevant perspectives.

Next, we developed a creative campaign, evaluating concepts with native speakers in multiple languages early in the process to ensure our ideas were inclusive, culturally relevant, and appropriate for a diverse base of workers across the state. We also recommended a campaign URL and created multiple QR codes to direct targeted audiences to specific web pages with more detailed information.

Spend wisely and work efficiently.

As the agency responsible for the full media budget, we were able to negotiate multi-month contracts, streamline the process, and maximize the return on investment for the client. With 105 media placements on billboards, buses, and bus interiors across the state we worked efficiently to implement a system of ads in various sizes and four different languages.

Make lasting impressions.

The final CPM (cost per thousand) of the campaign was an impressive $2.27, which is less than half of what is typically spent for the selected media choices compared to industry standards. The campaign has also won multiple awards including the 2025 Communicator Awards and the GDUSA American Graphic Design Awards. But even more importantly, our client was thrilled with the results, sharing, “Your talent, thoughtful problem solving, and professionalism make it a joy to work with you!”