Ontario launches ad campaign to sell the trades

The Government of Ontario has launched a new advertising campaign designed to attract more people to the skilled trades and highlight the benefits to employers of hiring more apprentices.

Monte McNaughton, Ontario’s Minister of Labour, Training and Skills Development, launched the marketing campaign to highlight good-quality, well-paying and flexible careers in the trades, under the slogan “Find a Career You Wouldn’t Trade.”

You can watch the entire series of ads here.

Over the first nine months of 2019, Ontario employers had, on average, 204,000 job openings across all occupations and industries. Of these, 13,000 were in the construction sector.

The ads will run digitally, in movie theatres and on Tim Hortons TV across the province.

“We need to do a better job at enticing young people and their parents to the skilled trades,” said Minister McNaughton. “For too long, we haven’t viewed these challenging positions as a viable first option. That needs to change and our Open for Business, Open for Jobs strategy, including our new advertising campaign, will go a long way towards making the skilled trades more attractive.”

The ads are just one part of the government’s stated strategy to open up the skilled trades for young people and businesses. It is also investing approximately $75 million in three programs to expose high school students to the trades through the Ontario Youth Apprenticeship Program, the Specialist High Skills major program and a pre-apprenticeship program.