Creative Brief

To reiterate Suffolk’s support of women in construction and emphasize our Rebuild the Ratio initiative, which focuses on increasing the number of women in our workforce and engaging in nationwide partnerships for girls in STEM, we created a coloring and activity book for girls ages 4-10 to inspire them to consider a career in the construction industry. This book features illustrations of four diverse Suffolk women and jobsite activities with stickers, mazes, connect the dots, and more. The kit came with a branded envelope, coloring book, notecard about the initiative, and a 24-pack of Crayola crayons. Our internal creative team created the storyline and collaborated with an illustrator, specifically choosing a woman to lend authenticity.

We launched the book with our client Massport at Logan International Airport for International Women’s Day on March 8, 2023. Suffolk and Massport passed out kits in various terminals to traveling families, underscoring our commitment to welcoming women in STEM. To further promote the book, we highlighted each woman on social media with professional photography. We also updated our rebuildtheratio.com website to include a downloadable coloring page and quotes from the featured women.

The initiative drastically outperformed our goals. We increased traffic to the rebuildtheratio.com website by 493 percent and received a 7.9 percent average engagement rate on our social content, well above the industry average. The coloring book has also had a positive impact on client relations and has been an effective piece of collateral for multiple events at hospitals, preschools and more.