NECA-IBEW Local 48 Member SpotlightsNECA-IBEW Local 48 Member Spotlights

Category: Best Interview or Profile
Project Name: NECA-IBEW LOCAL 48 Member Spotlights
Company: Mad Fish Digital

IBEW Local 48 partnered with Mad Fish Digital to address the gender gap in the electrical trade, where fewer than 3% of electricians in the U.S. are women. The campaign aimed to raise visibility for women members, inspire more women to pursue careers in the field, and foster a more inclusive environment. Through Member Spotlights, the initiative celebrated women breaking barriers, showcasing their personal journeys and emphasizing the importance of diversity in the industry.

The campaign featured in-depth interviews with Kennitha Wade, Bridget Quinn, and Michelle Thomas, whose powerful narratives highlighted their challenges, accomplishments, and resilience. These stories humanized the electrical trade, connecting IBEW’s rich legacy with its future growth. By amplifying underrepresented voices, the campaign sparked conversations and inspired future generations of women to consider careers in the electrical field.

The strategy combined qualitative and quantitative research, including social media listening, trend analysis, and audience persona development. Research revealed that social media platforms like Facebook, Instagram, and LinkedIn were underutilized but highly effective for engaging tradespeople. Blogs and social media posts became key tools for driving engagement, education, and connection within the community.

By leveraging authentic storytelling and data-driven insights, the campaign achieved significant growth in engagement across platforms. It not only celebrated the achievements of women in the electrical trade but also fostered a more inclusive and supportive environment for future generations.

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