Employment and Social Development Canada (ESDC)
Challenge
Canada is on the verge of a skilled-labour crisis. To address this, we built a campaign that aimed to inspire a new generation to pursue careers in skilled trades, vital for the nation’s economic stability. However, we faced two major hurdles: entrenched negative perceptions of blue-collar work as undesirable and the overwhelming dominance of university marketing campaigns shaping young people’s career choices. Changing this narrative became our mission.
Solution
We saw the negative perceptions around skilled trades as a unique opportunity. In reality, trades offer high job satisfaction, financial stability, and the chance to enter the workforce quickly with minimal debt. With over 300 trades to choose from, we positioned them as a smart, rewarding path for young Canadians seeking both purpose and autonomy.
To connect, we built a value matrix focused on three core drivers for youth: education that offers value without financial stress, individuality and self-expression, and a sense of purpose. Our creative strategy fused these aspirations with the realities of skilled trades, reframing them as fulfilling careers.
The campaign used wit and humour to resonate with young audiences, leveraging new pandemic-era habits like DIY projects. Our video ads showcased relatable moments where characters transition from amateur DIY enthusiasts to skilled professionals, emphasizing freedom from office drudgery. The messaging portrayed tradespeople as approachable, skilled, and admirable, aligning their traits with the core values of our target audience.
Our integrated marketing approach included phased launches. The first phase raised awareness of apprenticeships among youth and influencers, while the second phase targeted those making final post-secondary decisions, offering guidance on funding and career options. This holistic approach ensured wide reach and relevance.
Results
ESDC’s newly launched Skilled Trades landing page serves as a central repository for all things trades-related and has been well received by industry professionals. The campaign exceeded goals, generating a total of 852,377 clicks. The campaign was able to drive interest in apprenticeship programs and meaningfully influence a shift in attitudes about what it means to work with one’s hands in Canada today.
