Construction training body apologises for sexist advert
ConstructionSkills has apologised for an advert in The Sun newspaper that critics say promoted a sexist view of the construction sector.
Mike Bialyi, the advisory services director of the training body said: “This is an image we’d rather not portray. The good work we’ve done over a number of years can easily be undone very quickly. It’s something we won’t be doing again.”
The advert promoting the Skillbuild competition featured a female model in a ‘saucy’ pose and was aimed at young men already working in the building industry.
ConstructionSkills has recently run a “Women in Work” campaign to try to attract more women to work in the sector.
Nicola Thompson, director of communications and marketing at ConstructionSkills, said: “We did not set out to cause offence … We will work closely with our media partners in the future to consider how we present a professional and diverse image of our industry.”
Tags: advertising, recruitment, skills