The Brief
Female participation in the Australian workforce has steadily improved over time and is approaching equitable levels. However, the construction industry remains an exception to this where women only make up 2 per cent of workers. The Victorian Government wanted us to change this.
WHAT WE DID
This campaign was designed to recruit more women into the construction industry, making it a desirable option for young women when considering their careers whilst still at school.
We primarily focused on women aged 15-18, however, their key influencers (parents and careers advisors) plus employers themselves formed vital secondary audiences.
Central to the entire campaign is a new brand (Building Futures) and website, where all our audiences are directed via extensive digital channels.
