The construction industry is facing a talent crisis. For most students a career in the trades is a second choice if nothing else works out. Kids don’t think about it. Parents look down on it. And educators ignore it.
Research tells us that a career in construction has an image problem, a trade has been seen as a second option career, something only for the kid that wasn't good at school. These perceptions are outdated, in fact a trade is the smart choice occupation that can lead to a well paid, satisfying, healthy and fulfilling career.
Our creative challenge was clear; we needed to create a positive perception shift – making a career in construction feel just as cool and aspirational as any other industry. So, what if we showed that becoming an apprentice is the way to move up in life, what if we asked them to simply; trade up and build a career in construction.
