Building Equality

Breaking down stereotypes around roles in the construction industry

The Brief

CIF wanted to take steps to improving gender equality in the construction industry and produce a powerful piece of content that would start a conversation. Their agency Core briefed us on making a video focused on breaking these gender stereotypes down.

The Response

You would be surprised at how young stereotyping begins. To show this we wanted to use the honesty of children to share their ideas about the building industry’s gender roles and then turn these idea on their head to show how our perceptions can change quickly when we are open to it.

The Outputs

We produced one hero video that shown online across CIFs social channels.