A talent gap, turned around.

The automotive industry is facing a critical shortage of skilled technicians, putting mounting pressure on dealer service lanes nationwide. What was already a challenge was projected to surge by 900% in just a decade. Action was imperative.

The barriers were obvious and research told a more complex story. To fully understand the problem, we examined the decision-making ecosystem: students weighing their futures, parents and mentors guiding those choices, educators shaping the path, and employers feeling the impact.

Within that complexity, a powerful truth emerged.

Across every audience, the goal was the same: financial freedom, real opportunities for growth, and a stable, future-ready career. That shared ambition became our unlock.

So, we didn’t just drive awareness. We redefined what it means to be an automotive technician today.

Personal narratives, compelling proof.

Messaging alone wasn’t enough. Our audience needed evidence. So, we put proof at the center of the campaign. GM dealership technicians showed what the career actually delivers: financial stability, career growth, and long-term opportunity.

A connected content strategy sequenced that proof across the journey, building confidence at every stage, moving audiences from curiosity to conviction to action.

The results.

The campaign drove the highest number of enrollments in the GM Automotive Service Educational Program in over a decade and earned a Bronze Effie Award in 2024.