She Built It - Industrial Relations Victoria

She Built It - Industrial Relations Victoria

With so few women in construction, it’s time to build something better

Industrial Relations Victoria
Project Category
Content & Social
Digital experience

The challenge

Women make up only two percent of workers in Victoria’s building and construction industry. 

The Victorian Government has introduced Australia’s first Building Equality Policy to bring more women to the profession, as part of a broader commitment to achieving gender equality across the entire workforce.

Think HQ was engaged to raise awareness of construction as a career for women. 

We wanted women aged 15-30 to see the building and construction industry as a wonderful career choice, to ultimately increase the number of women working in the sector. 

Our secondary audience was the industry itself, to show them the value of attracting, recruiting and retaining women.


The idea

When you work in construction, you physically get to see the results of your hard work. You can see and touch the buildings, homes and infrastructure you help create. 

Think HQ developed a campaign to hero real women in the industry and their lasting contributions to Victoria and Victorian people.

The ‘She Built It’ campaign uses empowering, inspiring language and features women who have built thriving careers in the building and construction industry and the amazing projects they have worked on. 

 ‘She Built It’ champions the incredible achievements women have made in the industry. This idea gives visibility to the women already in the industry and makes it feel less daunting for those wanting to step in.



The campaign launched in September 2022 across radio, press and digital, driving traffic to the website.

We produced 30” and 15” films, a 30” audio spot and assets for press, digital and social placement.

Media appeared in:

  • Radio Metro: KISS, Nova, FOX FM, Smooth, 2KND, JOYFM, 3RPH
  • Radio Regional: Bay FM, Power FM, K ROCK, Edge FM, Coast FM
  • 30+ Regional Press Publications including Rainbow Argus, Sea Lake Wycheproof Times, Lilydale Star Mail, Western Port News, Warracknabeal Herald, Upper Yarra Mail, Welcome Record, Carisbrook Mercury, Triangle News, The Winchelsea Star, Heyfield News
  • Spotify, Youtube, SBS On Demand, 9Now, 10 Play, 7Plus, Foxtel, Kayo, 9Now

As of writing, the campaign has been live for one week, with strong results including 123,000 views of the campaign video, 2,500 website visits.