The "Landing Home" campaign by JobsOhio, created by Madwell, positions Ohio as a welcoming and supportive environment for Air Force families, emphasizing the state’s unique ability to offer a high quality of life and strong community support for military personnel. The campaign’s core proposition is that Ohio is not just a place to work but a place to build a fulfilling life, aiming to reshape perceptions and reduce the apprehension—referred to as “the dread factor”—that many airmen and their families feel about relocating. By highlighting real stories of Air Force families thriving in Ohio, the campaign underscores Ohio’s commitment to serving military members both during and after their service, promoting the state as the most military-friendly in the U.S.
Strategically, the campaign leverages an authentic, documentary-style format to create emotional resonance and relatability. By presenting three detailed episodes focused on different Air Force families’ experiences, the content addresses themes of service, integrity, and excellence while demonstrating tangible support systems like medical resources and community integration. This storytelling approach targets active military personnel, veterans, policymakers, and related officials with the dual intent of enhancing Ohio’s reputation within military circles and influencing relocation and retirement decisions. The distribution strategy spans digital platforms such as YouTube, social media, and streaming services, alongside premium editorial partnerships with outlets like the Washington Post and Bloomberg, ensuring broad and credible reach. The combination of long-form content and short trailers allows for both in-depth engagement and social media activation, supporting sustained awareness over the campaign flight from October to December. Ultimately, the campaign aligns JobsOhio’s public service mission with an emotionally compelling narrative designed to convert military families’ skepticism into confidence about making Ohio their home.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This campaign is structured as a documentary series profiling real Air Force families who have relocated to Ohio, highlighting their everyday experiences, challenges, and integration into the local community. Rather than focusing on dramatic narrative arcs or product-as-hero plots, it puts relatable users at the center, showcasing their lifestyle, needs, and the supportive environment they find in Ohio. The emphasis is on authentic, aspirational user experiences—families like the Mannings and Tylochs—mirroring the target audience's hopes and hesitations, without using exaggeration, direct demonstration, symbolic devices, stories of product-enabled resolution, or celebrity presence. The purpose is to help prospective residents see themselves thriving in Ohio, making FORMAT#10 the clearest fit among the 12 classic devices.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. OneTen – Positioned as a coalition-driven nonprofit focused on creating one million skilled jobs for Black Americans over ten years, OneTen differentiates itself by emphasizing large-scale economic inclusion and workforce development through partnerships with employers and community organizations to drive racial equity and career advancement.
2. Teach for America – Positioned as a national nonprofit committed to educational equity, Teach for America differentiates by recruiting and developing diverse leaders to teach in under-resourced schools, leveraging storytelling campaigns to highlight social impact and equity in public education.
3. United Way Worldwide – As a global network of local nonprofits, United Way positions itself as a community-centered organization driving tangible social change through collective impact strategies, focusing on education, income stability, and health with broad public engagement and transparency.
4. The Partnership for Public Service – Positioned as a nonpartisan nonprofit dedicated to improving the effectiveness of the federal government workforce, it differentiates by providing research, consulting, and advocacy that elevates public service as a meaningful career choice.
5. Goodwill Industries International – Positioned as a mission-driven organization focused on job training and employment services for people facing barriers to work, Goodwill differentiates through its extensive retail operations funding social programs and a strong emphasis on community empowerment and sustainability.
Q: What is Landing Home about?
A: Landing Home is a 2022 campaign created by full-service creative and marketing agency Madwell for JobsOhio, a state-authorized nonprofit focused on economic development in Ohio. The campaign centers on a three-part documentary series that profiles real Air Force families who have relocated to Ohio, celebrating the Air Force’s 75th anniversary and highlighting the state’s role in supporting military personnel and their families. Through authentic storytelling, the series aims to address the apprehension many airmen feel about moving to Ohio by showcasing the welcoming communities and quality of life available to military families in the state.
Q: What creative device does Landing Home use?
A: Landing Home employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This creative approach places relatable user profiles—specifically, real Air Force families—at the center of the narrative, allowing the target audience to see themselves reflected in the campaign’s stories. Rather than relying on dramatization, celebrity presence, or product-centric storytelling, the campaign focuses on authentic, aspirational user experiences to foster emotional connection and credibility with military families considering a move to Ohio.
Q: What is the campaign proposition for Landing Home?
A: The strategic proposition of Landing Home is to position Ohio as the most military-friendly state in the U.S., not just as a place for work but as a destination for building a fulfilling life. By highlighting the real experiences of Air Force families thriving in Ohio, the campaign targets active military personnel, veterans, policymakers, and government officials, aiming to reduce the apprehension associated with relocating to the state. The message underscores Ohio’s commitment to providing strong community support, access to resources, and a high quality of life for military families during and after their service.
Q: How does Landing Home rank in Clapboard's archive?
A: Landing Home holds a Clapboard Campaign Score of 59/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in JobsOhio's category?
A: In the public service and nonprofit sector, JobsOhio competes with organizations such as OneTen, which focuses on large-scale economic inclusion and workforce development for Black Americans; Teach for America, which emphasizes educational equity through recruiting diverse leaders for under-resourced schools; United Way Worldwide, known for its community-centered approach to social change; the Partnership for Public Service, dedicated to elevating the federal government workforce; and Goodwill Industries International, which prioritizes job training and employment services for individuals facing barriers to work, all bringing distinct strategies to drive social impact and community advancement.
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