B&Q TradePoint, the home improvement retailer’s trade brand, is tapping into this weekend’s International Women’s Day to launch an initiative designed to showcase the tradeswomen breaking down barriers within the industry.
The division has collaborated with internationally acclaimed photographer Sane Seven to showcase 10 tradeswomen who are role models within their industry and highlight the new movement of women in trades, while spotlighting the barriers preventing more girls and women entering the field.
The “Do The Lift Thing” campaign follows B&Q research which identified that three-quarters of girls leaving school are not aware of any women who work in the trade sector, and how a lack of women role models in the industry stands as a critical barrier to more girls and women choosing a trade profession.
The striking images of the women – encapsulated in a contemporary group portrait as well as individual portraits – stand as a call to action for more girls and women to choose a trade profession.
With the UK on course to face a shortfall of 250,000 tradespeople by 2030, B&Q is committed to encouraging as many women as possible to explore careers in the industry and has pledged £1m to fund trade apprenticeships across a variety of sectors, including carpentry, plumbing, painting and decorating – amongst others.
B&Q director Amelie Gallichan-Todd said: “With only 2% of trade professionals being women, B&Q is committed to tackling this gender imbalance.
“This initiative aims to break down barriers and create more opportunities for women in trades, fostering a more inclusive and diverse workforce.
“I’m a firm believer that ‘you cannot be what you cannot see’ and so through the ‘Do the lift thing’ campaign, we’re elevating more role models for girls and women to look up to in the trade sector. By showcasing successful women in these roles, we hope to inspire the next generation to pursue careers in trades, challenging stereotypes and changing perceptions.”
In addition to the tradeswomen role models, the initiative shows mentorship in action through a short film of women and girls collaborating to build the set, while the girls talk about their enjoyment of traditionally ‘boyish’ activities and how this inspires them to consider choosing a trade profession.
Central to the ‘Do The Lift Thing’ visuals is a symbolic yet stylish lift set, serving as a metaphor for sending the lift back down to help others rise.
Sane Seven said: “Gender balance is the destination, and the lift is the process. To achieve balance, we need to lift barriers and elevate role models. When people rise to success, it’s important to send the lift down to help others, rather than keeping it to protect the ‘penthouse’ of success. This is how we achieve balance.”
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