With the ongoing building boom, the Swedish construction industry has never before been in this big need of competence provision and new recruits. Parallel to this, the construction sites’ unfortunate and well known macho culture has a big impact and make jobs in the industry unattractive to young and smart people, especially women. Our mission was to draw attention to the issue, change attitudes and remove the macho culture once and for all.
We created a nation wide media campaign that highlighted prejudiced thoughts about women being in the industry. Our ambition was to create strong reactions, buzz and get the media to start talking seriously about attitudes and gender in the industry.
The campaign was a success. National media reported on the situation and social media was on fire. After the campaign launch, both big and small construction companies have started taking actions to affect and improve the culture and values on their building sites with regards to gender equality.