Empowering Equality: The Women in Construction Institute’s “People at Work” Initiative
Introduction: As the world celebrates International Women’s Day, the Women in Construction Institute, in partnership with Publicis Brazil, is spearheading a groundbreaking initiative aimed at reshaping the landscape of the construction industry. With the launch of the “People at Work” campaign, the aim is to challenge gender stereotypes and foster a more inclusive work environment in an industry long dominated by men.
The Need for Change: In an industry where only one in ten construction workers is a woman, the need for change is evident. Historically, construction sites have been adorned with signs proclaiming “Men at Work,” perpetuating the notion that construction is a male domain. However, with the number of women in construction steadily rising, it’s time to challenge these outdated perceptions and pave the way for a more diverse and inclusive workforce.
The Initiative: The “People at Work” initiative seeks to replace the traditional “Men at Work” signs with a more inclusive alternative. By acknowledging that construction sites are spaces for everyone, regardless of gender, the initiative aims to send a powerful message of inclusivity and equality. As Juliana Elia, VP of Strategy at Publicis Brazil, aptly puts it, “It’s time to deconstruct those stereotypes, starting with a simple change that sends an important message to the market and society.”
The Role of the Women in Construction Institute: At the forefront of empowering women in the construction industry is the Women in Construction Institute. Since its inception in 2006, the institute has been instrumental in providing training, courses, and qualification workshops to women aspiring to enter the construction workforce. With over 6,000 women directly impacted and 60,000 indirectly influenced, the institute’s efforts have brought about a tangible shift in the sector’s demographics and mindset.
Driving Change: Beyond merely changing signage, the initiative aims to effect broader systemic change. By providing downloadable templates of the new signs and encouraging industry stakeholders to adopt them, the campaign seeks to challenge ingrained biases and foster a culture of inclusivity. Through an online petition, the initiative also seeks to make the new signage a legal standard on construction sites nationwide, further cementing the commitment to gender equality.
Conclusion: The “People at Work” initiative represents a pivotal moment in the construction industry’s evolution towards inclusivity and equality. By challenging stereotypes, empowering women, and advocating for systemic change, the initiative sets a precedent for how industries can embrace diversity and create spaces where everyone feels valued and respected. As Bia Kern, founder of the Women in Construction Institute, asserts, “We are changing not only the signs but the reality for many women.” Indeed, it’s an opportunity to drive meaningful progress and create a more equitable future for all in the construction industry.Discover how the Women in Construction Institute and Publicis Brazil are changing the narrative with the “People at Work” initiative this International Women’s Day.
