Creative Brief

Construction is a rewarding industry for anyone, men and women alike. But for young women deciding where to take their future careers, the thought of jumping into a traditionally male field is intimidating. Our goal was to give women who help get the job done every day a way to communicate how they feel about working in construction—and we did it by engaging our own female workforce!

It started as a week-long digital campaign to promote NAWIC's 2018 Women in Construction (WIC) Week, and the response was so positive—internally and externally—we decided to make “Women in Construction” a yearlong topic.

Here's what we did:

-Sent an internal email calling for STO women to submit videos and quotes about what it’s like to be a woman in construction.

-Compiled the clips into 5 short videos and created a graphic quote series to be used on social media (Facebook, Instagram, Twitter, LinkedIn, YouTube) and our intranet.

-Posted teasers in our Instagram story (see Structure Tone's IG story highlights).

-Continued the campaign by posting videos that weren’t featured in our WIC Week videos periodically throughout the year.

Our 2018 WIC Week campaign was so successful, it sparked a real change within our organization. We started an inclusive diversity group that supports gender equality through professional and personal development, networking opportunities and charity work. STOWIC (the Structure Tone organization’s Women in Construction group) began in our New York office last August and has already expanded to our offices in Massachusetts, Pennsylvania and Texas.