Builders Code
  • Sign The Pledge
  • Policies
  • Advisors
  • Training
    • Course Summary
    • Work Crew
  • Recognition
    • British Columbia Champion Awards
      • 2022 Champion Awards
      • 2021 Winners
      • 2020 Winners
      • 2019 Winners
    • Northwest Territories & Nunavut Champion Awards
      • 2022 Champion Awards
    • Employer Scorecard
  • Resources
  • About
    • British Columbia
      • Who We Are
      • Employers
      • News & Media
      • Training
      • Awards
    • Northwest Territories & Nunavut
      • Who we are
      • Partners & Funders
      • Employers
      • News & Media
      • Training
      • Awards
  • Contact Us
  • Search
  • Menu Menu

PROVOCATIVE “DON’T BE A TOOL” CAMPAIGN LAUNCHED TO IMPROVE WORKSITE BEHAVIOR

BC Construction industry and Rethink join forces to combat bullying, harassment and hazing.

Victoria, B.C. (April 2, 2019) – In an effort to address bullying, hazing, and harassment on B.C. construction worksites, the BC Construction Association (BCCA) and its Builders Code partners today celebrated the start of BC Construction Month with the launch of a humourous province-wide campaign that tells worksite offenders, “Don’t be a tool.”

Created by the award-winning communications agency Rethink, one of Canada’s top creative agencies, the campaign uses animated construction tools in cartoon versions of workplace scenarios that compromise safety and productivity on worksites. The scenarios shown in the “Don’t Be a Tool” campaign are based on real-life hazing, harassment, and bullying situations described by tradespeople across B.C. and are aimed at changing the conversation in an industry that is 95% male.

“There’s no question that the 180,000 tradespeople in BC’s construction workforce will recognize the real-life situations that informed this campaign,” said Chris Atchison, President, BCCA. “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 #Don’tBeATool campaign, which consists of sharable videos and social media images, are part of the comprehensive Builders Code initiative that seeks to set a baseline code of conduct for BC construction worksites. The Builders Code provides employers with a wide range of resources, including downloadable policies and posters, online and onsite training for personnel, HR/dispute resolution advisors and more. 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.

“We wanted a simple, engaging campaign that would help us demonstrate the need for change in a non-threatening way,” says Lisa Stevens, BCCA COO and architect of the Builders Code. “Our goal is to spark some productive conversations and ultimately lead employers to adopt the Builders Code.”

“Right now, there are so many campaigns competing for our attention around the themes of workplace conduct, sexual harassment and gender equality that we needed to create something that would break through all the clutter and get noticed,” added Morgan Tierney, Managing Partner, Rethink. “Using our cartoon character “tools” allows us to look at a serious problem through an exaggerated, lighthearted lens, making the whole issue more approachable.”

To view Don’t Be a Tool videos and posters, visit https://www.builderscode.ca/ or follow us on Twitter (https://twitter.com/bcbuilderscode) or FaceBook (https://www.facebook.com/bcbuilderscode). For more information about the Builders Code, visit www.builderscode.ca

BC Construction Month (April 2019) celebrates the many contributions that B.C.’s construction industry makes across our province, in every community, every day. More than 240,000 people rely directly on B.C’s Construction industry for a paycheque. That’s 10 percent of the workforce, and more than any other sector, and bigger than forestry, mining, agriculture and fishing combined.

BC Construction Month is supported by the BC Construction Association, LNG Canada, BCIT, WorkSafe BC, Coastal GasLink, and the BCCA Employee Benefits Trust, and other sponsors. For more information, visit http://www.constructionmonth.ca

About THE BUILDERS CODE

The Builders Code is an initiative of the Construction Workforce Equity Project. Co-funded by the Ministry of Advanced Education, Skills and Training, with financial contributions from the BC Construction Association, WorkSafe BC, the Industry Training Authority, LNG Canada, the BCCA Employee Benefits Trust, and the BC Construction Safety Alliance, the Builders Code is also supported by the BC’s four Regional Construction Associations and the Minerva Foundation of BC.

For more information about the Builders Code, please visit: http://builderscode.ca

 

– 30 –


CONTACTS:

BC Construction Association
Greg Descantes
604-646-3564
gdescantes@pacegroup.com

Latest News

  • Teck Joins Builders Code Pledge for Respectful and Inclusive Workplaces on International Women’s DayMarch 8, 2022 - 5:47 pm
  • 3RD ANNUAL BUILDERS CODE CHAMPION AWARDS CELEBRATE CONSTRUCTION LEADERSHIP IN BCDecember 14, 2021 - 5:51 pm
  • BC HYDRO AND SITE C CONTRACTORS LAUNCH CANADA’s FIRST BUILDERS CODE WORK SITEJune 16, 2021 - 5:31 pm

Lead The Way!

Sign up for the monthly Builders Code News to stay informed

Follow us

  • Facebook
  • Twitter
  • YouTube
  • LinkedIn

About The Builders Code

The Builders Code is a standard code of conduct for workers on construction sites. It defines an “Acceptable Worksite” as the starting point for reducing risk and ensuring a safe and productive environment for all workers.

Contact us or Follow us on Social Media:

Builders Code is active in BC, NWT, and NU and administered by:

By downloading documents from this website or using the assets contained herein you agree to our terms of use

This website contains information only and is not offered and should not be treated as legal advice on any subject matter. You should not rely on the information on this website and should instead obtain advice from a qualified legal professional concerning the particular circumstances of your situation. To that end, the Builders Code partners and service providers disclaim(s) any and all responsibility for damage, loss or expense of any nature whatsoever that you or any person or entity may incur as a result of relying upon information on this website and by utilizing such information you shall be deemed to have agreed that you have no claim.

Builders Code Expansion: First AdvisorNew Builders Code Training Program gives Construction Leaders the tools to address...
Scroll to top

Please share your location to continue.

Check our help guide for more info.

share your location