In the fall of 2024, Hurricanes Helene and Milton devastated the Southeast, leaving communities without power, destroying infrastructure and stretching recovery efforts for months. What became clear was that the skilled trade professionals responsible for restoring power, rebuilding roads and bringing communities back online were overwhelmed, even as these industries faced a growing labor gap. Our insight was simple: disaster recovery is a skilled trades issue. And these workers are more than part of the response. They are the recovery. The “Next Responders” campaign reframed the narrative, positioning Carhartt as the uniform built to protect and serve these unsung heroes. Anchored by a documentary series filmed in Spruce Pine, North Carolina, and expanded across social, CTV, trade media, and a local ABC partnership, the campaign honored the trades, inspired the next generation and established Carhartt as a thought leader addressing a real workforce challenge.

View the Carhartt “Next Responders” campaign.