The U.S. Travel Association’s "Project: Time Off" campaign raised awareness of the state of time off in America. They informed and persuaded their audience by building a visually engaging, clean, easy to navigate website and leveraging lively Snapchat ads that highlight their mission and show the economic impact of travel. The growing stockpile of unused paid leave is contributing to worker burnout and even larger balance sheet liabilities — both of which directly affect a company’s bottom line. The association understood business motivation. The bottom-line impacts they showcase speak to their audience. They amplified their message by showing they were part of a broader coalition that held power in numbers.