The Brief:

GET young women
WHO are otherwise unaware of the opportunities in the aviation industry
TO find an opportunity through Elevate Aviation
BY inspiring them through the stories of women who have found new careers in the sky

The Team:

CD / Copy: Cory Haller
Photography/Videography: Cooper & O’Hara
Agency: zag

The Idea:

Elevate Aviation is a non-profit founded in 2015 in Edmonton, Alberta with programs that aim to propel a shift in the Aviation industry across Canada. 

Research has shown that the largest barrier to women was a lack of awareness about the variety of careers and opportunities within the industry. Their goal was to promote gender balance by connecting women and girls to learning opportunities and support. 

In working on this project, we conceptualized a campaign that would tell the stories of 4 women across varied career paths in aviation. These stories were represented as interviews in promotional materials that were then applied to the Elevate Aviation web page, while a campaign consisting of a video series, a poster series and additional print pieces were featured on airport screens and multiple flights across 3 Canadian airlines. A digital campaign targeted at students from high school to college-age featured imagery that was meant to inspire.

The tone of the work is dramatic, framing the work in aviation as “heroic”, harkening back to an era where the heroism of the aviation industry was a major selling point for young men. The idea here was to give the women of today a similar lead-in to a career worth taking flight for.