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This 2015 Golden Addy Award Winning Campaign was developed in conjunction with Clearly Content Communications Inc.

Against the background of job losses, layoffs and a weakening economy, Clearly Content conceptualised the UPstart Caribbean program to provide resources for entrepreneurs, especially those who were making the transition from being previously employed.

The program's focus was to provide new entrepreneurs with the tools and resources to facilitate the change of thinking required to enter the business world for themselves.

UPstart Caribbean comprised workshops, radio shows and podcasts, articles and asocial media campaign made up of four motion graphic shorts, chronicling the business set-up journey of a central character 'Betty' as she put things in place to embark on the new path to being a business owner.

Our team illustrated the Betty character and pulled together a mixture elements to follow Betty's progress through each of the four motion videos.