In the heart of America's Rust Belt, Allegheny County, PA—home to the former steel town of Pittsburgh—was struggling with a lack of momentum, as residents and businesses continued to leave. However, when a new County Administrator and their team took office, they brought a renewed focus on technology, education, community, and infrastructure. This shift transformed the entire landscape. As the administration's tenure came to a close, there was a strong desire to showcase the many positive changes that had been achieved.
We were tasked with engaging both the city of Pittsburgh, at the heart of Allegheny County, and the surrounding rural areas through a campaign designed to raise awareness of the remarkable turnaround, growth, and success that the community had achieved. The goal was to inspire pride in the place they call home.
Our campaign provided a platform to highlight the many reasons why the residents and businesses of Allegheny County could take pride in their community. From the new renovations at the international airport to the cherished tradition of putting French fries on sandwiches—and everything in between—we built momentum and encouraged participation in celebrating the county's unique qualities and successes.
PROUd for a reason
In addition to the 30-second video shown above, we developed a fully integrated digital campaign that included 30-second, 15-second, and 6-second videos in various aspect ratios, along with banner and social media ads.
All of these efforts drove traffic to a campaign website where people could share and explore the reasons they were proud of their community—because every reason matters.
