The ads in this campaign are created to drive people who feel called to help others and make a difference in communities toward the field of social work. It plays on the idea that many social workers feel the job is more than a career, but an imperative. The ads feature strong portraiture showing people empowered by their calling to be social workers. The text beneath will speak to each subject’s calling and tie it back to the degree and the career. My role in this project was conceptualizing the idea with a copywriter, photographing the subjects, and designing the advertisements.