Fresno County had a problem: nearly 80 open correctional officer positions, a shrinking applicant pool, and the genuine PR challenge of recruiting for one of the harder public sector jobs to make sound appealing. HYPHEN was brought in to fix the funnel.

I concepted and scripted the campaign's hero video — the centerpiece of a multi-channel push that ran across Meta, TikTok, streaming TV, radio, and print, with messaging tailored to four audiences (recent grads, veterans, career changers, and young adults looking for stability). The unifying promise: You Can Have It All — a line that worked because it took a phrase usually reserved for lifestyle marketing and pointed it at a job most people don't think of as aspirational.

The campaign generated nearly 5 million impressions and 1,900 qualified leads, tripled its reach goal, and reduced the county's correctional officer vacancies to single digits. It also won PRSA Central California's Image Award, coming within a half point of a perfect score from the judging panel.