CITB positive image campaign wins top award

The Construction Industry Training Board's (CITB) Positive Image campaign has won a major prize at the Marketing Communication Consultants Association Annual Marketing Awards.

The CITB won the Best Campaign Featuring Advertising category, despite competition from Vodaphone, Lever Dove and Lloyds TSB.

The Positive Image campaign aims to attract greater numbers of young men and women into the industry by highlighting positive aspects of a construction career.

The competition judges' said they believed CITB's was the superior campaign because it set out to challenge the perception that construction is not a glamorous career with real prospects. "The ads showing that construction is a fun, rewarding way to make a living were engaging and believable," the judges enthused.

CITB's head of communications and marketing, Fiona Kane, said: "This is one of the most prestigious awards in the marketing industry and it's often the household names that walk away with the prizes so it's great to see a good, creative concept triumphing over the funds and resources the big brand names have.

"We knew our ads had to be creative and contemporary to engage young people for the very reason that our industry is not usually associated with such ideas."