Every month, some 100,000 Americans face the prospect of losing their home to foreclosure. Many due to job loss.

With the Reemployment campaign, Fifth Third Bank took the unprecedented step of dedicating its advertising budget and social media channels to help customers in need get back to work and stay in their homes.

TV, Radio, Outdoor and Online advertising all played a key role in the campaign by featuring actual job seekers. Not only did the advertising provide the job candidates with greater exposure to potential employers, it drove people to 53.com/reemploy.

At 53.com/reemploy, the public was invited to utilize their own social networks to expand the job seekers’ reach. And, for every 53 retweets of a job seeker’s resume or story, Fifth Third Bank funded up to 4 months of one-on-one job search assistance for an additional job seeker in need – regardless of whether they happened to be a Fifth Third Bank customer or not.

TV, Radio, Outdoor and Online advertising all played a key role in the ‘ReEmployment’ campaign by featuring actual job seekers. Not only did the advertising provide the job candidates with greater exposure to potential employers, it drove people to 53.com/reemploy.

At 53.com/reemploy, the public was invited to utilize their own social networks to expand the job seekers’ reach. And, for every 53 retweets of a job seeker’s resume or story, Fifth Third Bank funded up to 4 months of one-on-one job search assistance for an additional job seeker in need – regardless of whether they happened to be a Fifth Third Bank customer or not.

Job number one of the Reemployment campaign was to build consideration for Fifth Third Bank. Moving consideration is a historically difficult task so our expectations were modest.

By all measures, the impact of the campaign was remarkable. According to our 2014 brand tracking study, consideration increased by more than 50% among campaign recognizers. The campaign also led to Fifth Third’s highest unaided awareness in the bank’s history, largely driven by intense social activity around this effort.

Most importantly, the campaign led to countless job seekers being reemployed.