A new campaign put forward by the BC Construction Association (BCCA) and its Builders Code partners is telling workers, 鈥渄on鈥檛 be a tool鈥� in honour of BC Construction month.
The humorous campaign aims to address worksite bullying, hazing and harassment often seen on construction sites.
Part of the campaign includes short, animated videos of bullying situations described by tradespeople across B.C. The videos aim to help change the conversation in an industry that is 95 per cent male.
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鈥淭here鈥檚 no question that the 180,000 tradespeople in BC鈥檚 construction workforce will recognize the real-life situations that informed this campaign,鈥� said Chris Atchison, President, BCCA in a statement. 鈥淥ur industry is keen to be more diverse across all demographics including age and gender, and while most employees are well aware of the behaviour that鈥檚 expected of them by their employers, you could say we鈥檙e working to remove all doubt about what鈥檚 acceptable on a worksite.鈥�
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The #DontBeATool campaign will be shared across social media templates as a part o the Builders Code鈥檚 initiation to set a better baseline code of conduct at construction sites.
鈥淩ight now, there are so many campaigns competing for our attention around the themes of workplace conduct, sexual harassment and gender equality that we needed to create something that would break through all the clutter and get noticed,鈥� said Morgan Tierney, Managing Partner of Rethink, the communications agency which created the campaign.
鈥淯sing our cartoon character 鈥榯ools鈥� allows us to look at a serious problem through an exaggerated, lighthearted lens, making the whole issue more approachable.
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