The initiative of Metropolitan Community College (MCC) is to serve the needs of its immediate community. At the time of campaign launch, a report by the Department of Labor revealed that there was a substantial need to fill vacancy in the manual and technical labor workforce.

This campaign focuses on telling the story of the gap in the labor force and how MCC is filling the role of helping the community by building training facilities and providing training programs. The focus was on showing statistics to show predicted growth in certain industries as seen in the billboard example. Local commercials were aired showcasing MCC’s importance and presence within the local community. By showcasing existing and future facilities and resources, MCC demonstrates its ability to set the community up for success in the growing job market. By showcasing its partnership with other organizations in the local community, MCC voices out its interest in seeking the common goal of community prosperity.