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New campaign attracts the brightest and the best

Screenshot from the Positive Image TV advert

Positive Image is ConstructionSkills’ campaign aimed encouraging the brightest and best young people to consider a career in construction. This year’s campaign launched on the 3rd of April with a television advert, including interactive TV on digital channels. We’ll also be taking the campaign online and hoping to generate a good deal of national, regional and trade press PR.

Although we have taken a completely fresh creative approach to the campaign this year, we are again using June Sarpong as the voice over to engage with our core target audience of 11-19 year olds and deliver the message that the construction industry offers an exciting and fulfilling career to a diverse range of applicants. The campaign message is “Make Your Mark” challenging young people to make a difference to the world through their career and to also demonstrate the tangibility and physical results of work in construction.

The animated 30 second ad shows the London City Hall land ‘rocket-like’ into position on the Thames, the Eden project as a dragonfly swoop over the Cornish landscape and settle into its idyllic location and finally the Clyde Auditorium clamber out of the Clyde shake itself off and stroll into position like a giant armadillo!

We really hope it inspires young people and encourages them to think a little differently about a career in construction. Our research shows young people responding warmly to the campaign, saying;

“I’d like to be able to be part of a building.”

“It makes me think I could really do it.”

“That could be my name on the list…”

We want young people to take action as a result of the ad, as well as thinking differently. We hope they will apply for an apprenticeship or an Inspire Scholarship through, as some 33,000 did last year. Ultimately, we hope the advert will attract bright and talented young people who will make their mark in a flourishing construction industry.

As part of the Positive Image campaign there is an easy to use employer toolkit available to download, which reinforces the campaign messages and will help to attract young people to your business. The toolkit includes a copy of the TV advert plus easy to use poster and leaflet templates which can be personalised with your company’s logo and contacts. The toolkit provides a useful resource in communicating with potential new recruits at events such as conferences, open days, school and colleges forums.

The toolkit is available to download from

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