Upwardly Global Afghan Response Campaign

UpGlo is a national organization that supports immigrants and refugees restarting their careers in the United States. Too often, immigrants and refugees with high levels of education and professional acumen aren’t given the same opportunities in the United States as in their home countries. UpGlo helps connect them to training and opportunities to work in their specific industries and fields.

The Challenge

UpGlo sought to highlight the stories of Afghan newcomers following the US withdrawal from Afghanistan in 2021. UpGlo selected Black Digital due to its reputation for creating compelling marketing strategies and its strong record of working with a diverse clientele.

Our Solution

Black Digital’s collaboration with UpGlo resulted in a microsite featuring multimedia stories of Afghan individuals who have restarted their careers through UpGlo’s career coaching and skilling program. This initiative was instrumental in assisting hundreds of Afghan refugees to secure employment that aligned with their skills and provided much-needed stability for their families as they settled in the US.

In addition to the microsite, Black Digital created a global digital campaign with social media content, targeted digital advertisements, and active advocacy for the Afghan Adjustment Act.

The Results

Black Digital’s efforts helped amplify the stories of Afghan job seekers, successfully featuring them in prominent news outlets such as CNBC and HR Magazine.

Black Digital’s work with UpGlo on their Afghan Response campaign received an honorable mention in Ragan’s Crisis Communications Awards. This distinction recognizes the UpGlo communications team’s ongoing work with Afghan newcomers. The award acknowledges the campaigns, messaging, responses, and groups that were instrumental in mitigating the damage caused by a crisis.

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