We partnered with Governor Ivey and Secretary Greg Reed to launch the Alabama Department of Workforce (Workforce Alabama) as the state’s single front door for workforce services—uniting fragmented programs to tackle Alabama’s paradox of 2.9% unemployment and a 57.8% participation rate. Built on a simple truth—Alabama’s greatest resource is its people—the brand centers real workers and the rallying line “Many paths. One Alabama.” On October 16, 2025, we turned the Capitol steps into a living symbol of upward mobility, with large-scale worker imagery and a unified Workforce Activation Moment featuring representatives from all 67 counties.

A coordinated comms engine positioned Secretary Reed as the architect of transformation through statewide media, while social storytelling and “Pathways to Possibility” content met communities where they are; legislative toolkits reframed lawmakers as partners. With launch and infrastructure in market, Workforce Alabama now leads with clarity and access—backed by ongoing media, county outreach, paid partnerships, and sustained content to activate 1.7 million disconnected Alabamians and convert individual potential into collective prosperity.