PHD Access chooses to challenge the gender stereotype within the construction industry by actively encouraging an inclusive working culture throughout the business.
The belief that no job is solely for a man or a woman but is open to anyone who wishes to pursue a career within that role is strongly held by PHD. To drive home this message, PHD created a video campaign earlier this year showcasing the most common gender imbalance within the construction industry, women working on site.
PHD’s video focused on a scaffolder going about their day-to-day duties, all whilst their identity is hidden. The use of intelligent camera angles suggests that you are following a typical scaffolder. However, it is only at the end of the video, when the protagonist is revealed, do you realise you have been watching a woman scaffolder the whole time.
The video’s overall concept was to raise questions on ‘why is scaffolding defined as men’s work?’. PHD hoped the ultimate take away from the video was that women are welcome and have a role to play within their industry.
The campaign was featured across the PHD social media platforms and was a huge success. PHD received feedback from people across various industrial sectors commenting that it was “one of the best #IWD (International Women’s Day) campaigns I’ve seen”, and “great to see this kind of content that gives insight and story rather than the usual off-the-shelf marketing”.
By raising awareness, PHD hope to forge a gender-equal world, where it is not unusual for a woman to be a scaffolder, be on site, or to work within the construction industry.
Watch the video below
Innovatively bespoke solutions
PHD Access is an internationally renowned, Irish family-run, one-stop access & scaffolding business, carrying stock of over €26 Million of Scaffold and a further €7.2m of Hoists & Mast Climbers. PHD’s trading divisions include Contract Scaffolding, Hoists, Mast Climbers, Event Structures, Temporary Works Design and a Fabrication facility.
For over 35 years PHD has provided innovative solutions to the Construction, Rail, Aviation and Pharmaceutical sectors; having worked internationally on a number of high-profile projects, such as Cutty Sark, King’s Cross Station, Atlantis Hotels Bahamas & UAE, Petronas Towers and being the nominated as the principal scaffold and access supplier to the London 2012 Olympic Games.
Additionally, they have worked on multiple Data Centres and Pharmaceutical & Industrial Plants across Ireland and Europe. Their more notable projects within Ireland include Dublin Airport, Boyne Bridge, Victoria Square, and major heritage projects like Farmleigh & Castletown Houses, Great Palm House and various Industrial grade projects.
From their base in Dunboyne, PHD is keen to build our presence throughout Ireland to being the “go-to” Irish access company for major works. Already working on five of Ireland’s largest projects, they believe they can offer innovative techniques and are always aiming to discover new ideas to satisfy the most challenging requests.
Visit us at www.phdaccess.ie to see more of our innovative projects.
