Kargo, a leading creative media ad exchange, has joined forces with the Ad Council to advance the “Tear the Paper Ceiling” campaign, advocating skills-first hiring for STARs—workers Skilled Through Alternative Routes rather than traditional bachelor’s degrees. The initiative, developed with Opportunity@Work, highlights the talent and value STARs bring to the workforce.
Leveraging Kargo’s Connected TV (CTV) Pause Ads, the campaign turns paused content into a moment of engagement, delivering purpose-driven messaging without interrupting the viewing experience. By activating precisely when viewers resume programming, the format ensures high attention and impact.
“We are thrilled to work with the Ad Council to put a skills-first hiring message in front of the right viewers at the perfect moment,” said Harry Kargman, Founder & CEO, Kargo. “This is a chance to prove the power of our format while advancing a meaningful cause.”
Ashley Menschner, SVP, Media at the Ad Council, added, “‘Tear the Paper Ceiling’ is a rallying cry for employers who value skills-first hiring. We’re grateful to have Kargo amplify this message and empower STARs to secure the jobs they’re qualified for.”
Why Skills-First Hiring Matters
More than 70 million STARs in the U.S. acquire skills through community college, military service, bootcamps, certificate programs, and on-the-job experience—but are often overlooked by hiring practices that prioritize a bachelor’s degree. The campaign aims to inspire employers to rethink hiring criteria, unlocking proven talent and fostering upward economic mobility for STARs.
High-Impact Creative That Works
Kargo’s CTV creatives are engineered for engagement. According to attention measurement leader TVision:
- Kargo CTV impressions are 78% more effective at keeping eyes on-screen than the industry benchmark.
- 15-second ads hold attention 50% longer than average CTV spots.
- 30-second ads drive 74% greater attention than typical CTV ads.
By targeting viewers when they’re already engaged, the Pause Ads format reinforces the campaign’s message and encourages employers to prioritize skills over degrees.
