Launch of a communication campaign to attract young people to the construction industry

“Construction, living it is even better” : this is the slogan of a national communication campaign just launched by the consultation and coordination committee for construction and public works apprenticeship (CCCA-BTP), with numerous partners (1). The goal is to reach an audience of young people, and to better inform them about the “wealth and diversity of professions”as informed by a press release issued on February 6, 2023. The message will be conveyed by the testimonies of six employees under the age of thirty, “best ambassadors to promote the strengths of their professions and share their passion for exercising it”considers the organism.

Discovery of trades

The campaign will include the broadcast of a documentary series entitled “Without filters”, a media plan on social networks and the internet as well as a module for discovering construction trades accessible online. Six commercials will be broadcast on national television channels, from February 6 to 26 and from March 20 to April 9, 2023, on streaming platforms (Deezer, Spotify) and digital radios (Skyrock, Fun Radio, NRJ, France Inter) , on social networks (Instagram, Facebook, TikTok, Twitch and YouTube) and certain websites, as well as on mobile game applications.

THE latest figures of apprenticeship within crafts report an increase in the number of employees in 2022, with the chambers of trade accounting for 112,000 young people engaged in very small businesses, a number up by 2.5%. To support this dynamic, the Government recently decided to extend the aid of €6,000 for hiring a work-study student until the end of the second five-year termEmmanuel Macron.