Insurance industry consultant Milliman is launching a new, recruitment-oriented video to expand and diversify its workforce and promote the non-profit Ada Developers Academy, which helps female programmers break into the field.
When ad agency School of Thought started working on this video, executives referred to it, internally, as “the anti-Weinstein." By the time they were done, they were calling it “the anti-WeinsteinCKMooreFranken.”
This is a new direction for the privately-held consultancy as it weaves corporate social responsibility type themes and content into its external campaigns for the first time.
The four-minute video shows the sacrifices 34-year-old Aurora Anderson made as she attended the Academy. The tuition-free program enrolls 48 students per semester, with about 12 applicants per spot. Anderson now works as a software engineering intern at Milliman.
is supporting the video with paid, recruitment-based, newsfeed advertising on LinkedIn as well as via Instagram to drive traffic to the video on Milliman’s website.