New campaign attempts to correct dated perceptions of manufacturing

The Manufacturing Industry Skills Alliance – one of the federally-appointed Jobs and Skills Councils (JSCs) – has launched a new campaign aiming to “challenge outdated stereotypes” attached to the industry.

According to a statement from MISA on Tuesday, its Make It ManuFACTuring campaign hopes to communicate the possibility of a modern, “future-focused” career in the industry to young people.

The campaign will use television, radio, outdoor advertising, social media, and a new dedicated website to communicate with students, parents, and career advisors, and replace unhelpful stereotypes “with authentic stories, showcasing real people thriving in a wide range of manufacturing roles.”

MISA’s CEO Sharon Robertson said that research for the organisation’s 2024 Workforce Plan identified misconceptions of being “repetitive, dirty or poorly paid” that meant younger people didn’t consider a career in the industry.

“This campaign is a result of industry engagement and consultation and aims to help address skills shortages that exist across the sector,” said Robertson.

“We want people to broaden their search and see the modern face of manufacturing that exists today.”

According to the organisation’s research, manufacturing faces skills shortages in seven of ten priority roles, an ageing workforce – with 22 per cent of workers aged over 55 – a rapidly-rising demand for digital and technical skills.

You can see the new campaign’s website here.

Picture: supplied

Further reading

Manufacturing Industry Skills Alliance launches annual Workforce Plan

2024 Manufacturing Workforce Plan aims for growth

Manufacturing Alliance opens new Canberra site