Making construction relevant to young people.
Project: Future Made
Services: Design, Strategy, Digital
The UK construction sector is faced with a major recruitment challenge – not enough of the right kinds of talent are considering a career in construction. At the root of that challenge lies a massive image problem. To most ‘construction’ means hi-viz, hard hats and white working class men, despite the fact that the modern reality could not be further away from the stereotype.
Future Made is an attempt to give a new generation a new set of role models – stories of young people building their lives in construction, and finding their individual version of happiness.
In the first four weeks we drove 11m impressions across social with a view-through-rate of 7% (from a benchmark of 2.8%), as we started the process of exposing a new generation to the stories of the sector. And a usually cynical industry has unanimously backed us, showing unprecedented support for a CITB initiative.