Creative Brief

We’ve all heard the statistics: the construction workforce shortage is topping half a million. The solution? Certainly not to reinforce tired misconceptions that construction is too tough an industry for women. With the first week of March recognized as Women in Construction Week by the National Association for Women in Construction, Barton Malow used the annual event to put forth a campaign that combats its workforce shortage by inspiring industry consideration from a historically underrepresented group: women. The annual campaign highlighted our women but worked to make it even more intentional than years past by running high-quality visuals and thoughtful features across our social, website, and through media placements that elevated and amplified our message to achieve a significant reach. 

We featured jobsites with significant female presence throughout the week, hosted a podcast featuring two female team members, invited news crews to a jobsite, promoted a non-profit focused on women in the skilled trades, and more. We highlighted more than 10 unique roles and 25 different women. Our goal was to entice our audience with visual storytelling that showcases the diverse range of roles that women can play in the construction industry. And entice we did: the campaign reached over 100,000 people and received an overwhelmingly positive response from our followers and our followers’ followers. Our content was shared widely, garnered multiple TV spots, and generated significantly more engagement on our social content, overall working toward dislodging the notion that construction isn’t for women.