VANCOUVER — The construction industry in B.C. is urging workers not to be a “tool” on jobsites.
As part of the new BC Builders Code implemented to address bullying, hazing and harassment on B.C. construction worksites, the BC Construction Association (BCCA) and its partners have launched a provincewide campaign that tells worksite offenders, “Don’t be a tool.”
The Builders Code provides employers with a suite of resources, including downloadable policies and posters, online and onsite training for personnel, HR/dispute resolution advisers and more.
The campaign was designed by communications agency Rethink, one of the country’s top creative agencies. It utilizes animated construction tools in cartoon scenes that compromise safety and productivity on worksites. The campaign material is based on real-life hazing, harassment and bullying situations described by tradespeople across province and is intended to improve the treatment of women, Indigenous people and other minorities on jobsites, explains a release.
“There’s no question that the 180,000 tradespeople in B.C.’s construction workforce will recognize the real-life situations that informed this campaign,” said Chris Atchison, president of the BCCA, in a press release. “Our industry is keen to be more diverse across all demographics including age and gender, and while most employees are well aware of the behaviour that’s expected of them by their employers, you could say we’re working to remove all doubt about what’s acceptable on a worksite.”
The BCCA encourages viewers to share the videos and images on social media with the hashtag #Don’tBeATool. The Builders Code initiative was written to be a baseline code of conduct for BC construction worksites.
“Just as the #metoo and the Time’s Up movements have spread exponentially to bring much needed attention to the harassment and discrimination of women in the workplace, it’s hoped the #Don’tBeATool campaign can help improve the worksite culture in B.C.’ s construction industry,” the BCCA release reads.
Lisa Stevens, BCCA COO and architect of the Builders Code, said the team wanted a simple, engaging campaign that would help demonstrate the need for change in a non-threatening way.
“Our goal is to spark some productive conversations and ultimately lead employers to adopt the Builders Code,” said Stevens.
The campaign videos can be viewed here: https://www.youtube.com/watch?v=ARIpb0C_70s