From the outset, the program set itself an ambitious mandate: to recruit women from diverse backgrounds and guide them through a structured pathway toward careers in construction—an industry undergoing transformation, yet still largely marked by the underrepresentation of women.
To achieve this goal and launch the first cohort, we rolled out a bold, confident, and highly visible advertising campaign. A campaign designed to reach women where they are, spark identification, generate interest, and above all, encourage them to take action by applying to the FIC program and embarking on a new professional journey.
The results speak for themselves
The media and digital impact generated following the launch of the FIC program confirms one thing: when we dare to change the narrative, we accelerate change on the ground.
The campaign generated 4,675,807 impressions, far exceeding the 1,921,503 impressions initially projected. This represents an overall delivery rate of 243%, confirming exceptional reach and strong resonance with target audiences.
Concretely, this is a remarkable outcome, with more than 250 women expressing interest in participating in the program. These results reflect the strong interest in the FIC program and the relevance of its message.
Beyond the numbers, this campaign made a lasting impression. We deliberately challenged traditional construction industry communications by showcasing confident, skilled, and professional women occupying spaces where they are still too rarely represented. Construction tools became symbols of mastery, precision, and empowerment.
The messaging was built around a powerful idea: skills are transferable, and a worker’s value lies in her expertise—not her gender. The campaign also brought visibility to realities that are too often overlooked, including persistent stereotypes, challenges related to workplace integration on job sites, lack of recognition of competencies, barriers to training, and inequalities in career advancement.
By adopting a direct and committed tone, Les Elles de la construction affirmed a deep conviction: meaningful change cannot rely solely on individual will. It requires concrete structural transformations—both in hiring practices and in work environments, management models, and team cultures.
As Crystelle Cormier, Executive Director of Les Elles de la construction, emphasizes, making space means moving forward. The FIC program does not seek to prove beyond doubt that women are capable of working in historically male-dominated trades—they already demonstrate that every day. Rather, it highlights everything the industry stands to gain by giving them the space to contribute fully.
The campaign’s distribution strategy targeted both the general public and industry employers. This dual approach was essential. Attracting more women into the industry also requires workplaces to be ready to welcome them. Gender diversity is positioned not only as a driver of performance, innovation, and creativity, but also as a key factor in fostering healthier and safer work environments.
Partially funded by the Government of Canada through the Canadian Apprenticeship Training Strategy, the FIC program is part of a comprehensive and structured approach. It aims to support women in integrating into construction sites, particularly during their first years on the job; equip companies with tools to implement concrete inclusive practices; raise team awareness about collaboration and mutual respect; and train managers to recognize and value diversity.
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This program is funded by:
