-San Francisco agency Duncan Channon worked on a campaign titled “There’s Work to Do” promoting freelancer network Upwork’s Work Together Talent Grants Program. The initiative provides selected grantees working on coronavirus-related projects access to top talent from its network (video above).
As part of the program, Upwork is providing selected organizations with up to $25,000 in talent credits to be used on its site as part of the program and claims it will give away $1 million in talent credits in total. Upwork paused the campaign it had been running before the outbreak of the coronavirus pandemic, “Upwork Is How,” instead devoting its national media buy handled by Duncan Channon to the new campaign. Duncan Channon and Upwork have planned future ads highlighting the impact of select grant recipients.
“We’re joining other leading brands and companies in looking at how we can use our resources and expertise to help during this crisis,” Upwork svp, marketing Lars Asbjornsen said in a statement. “Providing highly skilled talent to help with Clovid-19 relief efforts was the right application of our remote work platform’s technology and community. Now, more than ever, organizations need proven talent, and our program will bring vital skills to more places that need them.”
“This is a time for brands to respond, not market as usual. We’re proud to collaborate with Upwork on this initiative that puts independent talent to work to help efforts to counter the impact of Covid-19,” added Duncan Channon CCO Michael Lemme. “It was an inspiring challenge to sift through so many videos shot by freelancers in their homes with their dogs, houseplants and kids to convey a unified message: We’re here to help.”
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