Industry stakeholders urged to share campaign assets as Manufacturing Industry Skills Alliance seeks to drive engagement.
Australia’s manufacturing sector is stepping up efforts to attract the next generation of workers with the launch of Make It ManuFACTuring – a pilot campaign designed to showcase the industry as modern, innovative and vital to the nation’s future.
Rolling out across Victoria, Queensland and Tasmania, the three-month campaign will use television, radio, outdoor advertising, digital and social media to challenge outdated stereotypes and highlight real career opportunities in manufacturing. A dedicated website, makeitmanufacturing.com.au, will also serve as a hub for information and resources.
The campaign was created by the Manufacturing Industry Skills Alliance, following consultation with industry leaders, employers, training providers and unions. Its purpose is clear: to address skills shortages by changing perceptions and inspiring young Australians – along with their parents and educators – to see manufacturing as a high-tech and secure career pathway.
Manufacturing Industry Skills Alliance CEO Sharon Robertson says manufacturing is no longer what many people think it is.
“It’s sustainable, it’s digital, it’s creative. And it offers real careers with purpose, good pay and global impact.”
“The Make It ManuFACTuring campaign brings our wonderful industry to life, showing Australians what today’s industry looks like and why it matters.”
The Alliance’s 2024 Manufacturing Workforce Plan revealed a critical challenge: too few new entrants are choosing pathways into the sector, due in large part to outdated misconceptions about the nature of the work.
At the same time, demand for digital and technical skills is rising rapidly, and more than 22% of the current workforce is aged over 55.
Robertson said the new campaign is an important first step in turning that around. “The manufacturing sector faces skills shortages in seven out of ten priority roles,” she says.
“Our 2024 Workforce Plan identified that many people weren’t even considering a career in manufacturing due to outdated misconceptions that the work was repetitive, dirty or poorly paid.”
This is despite the fact that manufacturing will contribute $100 billion to the Australian economy in 2025 and will employ nearly a million people across various industries nationwide.
“We want people to broaden their search and see the modern face of manufacturing that exists today,” Robertson says
“Make it ManuFACTuring is designed to help Australians, especially young people, see themselves in this industry. Whether you’re into AI, medical technology or renewable energy, this is where you can build a career that matters,” Robertson says.
The campaign will run for an initial three months, during which its impact will be evaluated through digital engagement, surveys and stakeholder feedback. Results will help inform a potential national rollout.
Stakeholders are encouraged to support the campaign by sharing content from the Make It ManuFACTuring social channels, or by promoting it through newsletters, websites and other communications. A kit of digital assets is available by contacting marketing@manufacturingalliance.org.au.