Saskatchewan Heavy Construction Association

The Saskatchewan Heavy Construction Association (SHCA) faced a critical labour challenge: recruiting the next generation of workers into an industry often perceived as outdated or unappealing to younger talent.

The heavy construction sector is essential to building and maintaining Saskatchewan’s infrastructure—yet the public rarely sees the people behind the progress. SHCA needed a campaign that would shift perceptions, celebrate the grit of its workforce, and inspire new recruits to see a future in the industry.

We helped SHCA launch a bold, province-wide recruitment campaign built to tell a different kind of story, one grounded in real work, real people, and real impact.

The Built on Grit campaign is designed to resonate with a new generation of workers by emphasizing strength, pride, and purpose.

Key components included:

• Campaign Strategy & Creative: We developed the Built on Grit brand and messaging framework to position heavy construction as a career of grit, growth, and contribution.
• Visual Identity & Design: Created eye-catching creative featuring bold typography, textures, and authentic imagery of workers in action.
• Microsite Development: Built builtongrit.ca as a central hub for campaign storytelling, job resources, and recruitment calls to action.
• Digital Advertising: Launched a suite of targeted digital ads to drive traffic and interest among key recruitment audiences across Saskatchewan.
• Out-of-Home (OOH): Designed and deployed billboards in high-visibility locations to amplify campaign reach.
• Direct Mail: Created province-wide mailers to engage potential recruits and community influencers.

Within just two months, Built on Grit sparked massive engagement and unprecedented outcomes:

• 843,042 impressions on YouTube ads
• 789,146 impressions on Facebook
• 39,851 direct mailers sent across the province
•  2,169 click-throughs to member hiring pages
• 672 general resumes submitted

And here’s the kicker: member companies received so many applications, the campaign had to be paused. For an industry used to struggling to find applicants, the tables had turned, talent was now knocking down the door.