Kargo, a leading creative media ad exchange, has partnered with the Ad Council to support the “Tear the Paper Ceiling” campaign, developed with Opportunity@Work, which advocates for skills-first hiring and highlights the talents of STARs—workers Skilled Through Alternative Routes rather than traditional four-year degrees.
The initiative leverages Kargo’s Connected TV (CTV) Pause Ads, a format that activates when viewers pause content. By turning idle screen time into purposeful messaging, the campaign delivers high-impact creative without interrupting programming, making it an ideal channel to spotlight STARs and challenge degree-based hiring barriers.
“We are thrilled to work with the Ad Council on this inaugural initiative to get a skills-first hiring message in front of the right viewers at a key moment of high attention – restarting their programming post pause,” said Harry Kargman, Founder & CEO, Kargo. “We are proving out the power of this format and also advancing a meaningful cause by working with the Ad Council to innovate within the media marketplace.”
Also Read: Eightfold AI Introduces Recruiter Agent to Redefine High-Volume Hiring with Personalization and Speed
More than 70 million STARs in the U.S. have developed valuable skills through community colleges, military service, bootcamps, certificates, and work experience, yet remain overlooked when degree requirements dominate hiring. The “Tear the Paper Ceiling” campaign urges employers to recognize skills as the foundation for unlocking opportunity and economic mobility.
“‘Tear the Paper Ceiling’ has become a rallying cry for all of the employers that believe in the power of skills-first hiring,” said Ashley Menschner, SVP, Media at the Ad Council. “We’re grateful to have a partner like Kargo to help spread this powerful message and empower STARs to get the jobs they’re qualified for.”
