Hackyourfuture:
BEHIND THE SOURCE
HackYourFuture is a coding school where refugees can learn to become web-developers through a 7-month program. But even in a very in-demand job market, many recruiters turn a blind eye to them because of stereotypes and stigmas.
To open recruiters' eyes, we showed them that refugees are behind some of the websites that they use daily.
Through this joint initiative, anyone can go, literally behind the source of popular websites, in order to reveal the exceptional stories of the HackYourFuture alumni who coded them.
We placed our ads up in targeted areas including the Financial District, as well as coworking spaces, nudging HRs, CTOs and recruiters to take action.
We rallied an army of partners and used their voices to inspire more companies to join in.
This resulted in 13 partners collaborating in the project, 120 more students hired, and over 24k visitors to the project.
Using only code to design everything wasn’t just a creative restriction, it was also a way to portray the HackYourFuture graduates while ensuring that no one would recognize them. This enabled us to ensure their anonymity that is sometimes required by their political refugee status, as well as the safety of their family.
ECD: Laura Visco
Creatives: Christian Baur, Guillaume Roukhomovsky, KC Hong