Ontario Ministry of Labour breaks skilled trades campaign
The Ontario Ministry of Labour, Training and Skills Development has begun an advertising campaign intended to attract more people to careers in skilled trades. The initiative also encourages employers to hire more apprentices. The campaign uses the tagline, “Find a Career You Wouldn't Trade.” The creative is intended to illustrate the “passion” of real skilled tradespeople in their work environments. The campaign features a tower crane operator, a steamfitter and an arborist. The ads will run digitally, in movie theatres and on video displays in Tim Hortons stores.
“We need to do a better job at enticing young people and their parents to the skilled trades,” said Monte McNaughton, Minister of Labour, Training and Skills Development. “For too long, we haven't viewed these challenging positions as a viable first option. That needs to change and our ‘Open for Business, Open for Jobs’ strategy, including our new advertising campaign, will go a long way towards making the skilled trades more attractive.”