UK home improvement retailer’s trade brand B&Q TradePoint has launched ‘Do The Lift Thing’  to encourage women into the professional trades.

B&Q TradePoint has collaborated with internationally acclaimed photographer Sane Seven to highlight women in trades, while spotlighting the barriers preventing more girls and women entering the field. 

The group portrait of 10 women trade professionals has been shot as a call to action for more girls and women to choose a trade profession.

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The initiative also shows mentorship in action through a short film of women and girls collaborating to build the set, while the girls talk about their enjoyment of traditionally ‘boyish’ activities and how this inspires them to consider choosing a trade profession.

Central to the ‘Do The Lift Thing’ visuals is a symbolic yet stylish lift set, serving as a metaphor for sending the lift back down to help others rise.

Photographer Sane Seven said: “Gender balance is the destination, and the lift is the process.

“To achieve balance, we need to lift barriers and elevate role models.

“When people rise to success, it’s important to send the lift down to help others, rather than keeping it to protect the ‘penthouse’ of success. This is how we achieve balance.”

It follows B&Q research which found  three-quarters of 16-to-18-year-olds were unaware of any women currently working as a tradesperson, and encouraging women to take up its positions on its 110 trade apprenticeships, funded by a £1million investment by the retailer.

Speaking about the campaign, B&Q director Amelie Gallichan-Todd said: “With only 2% of trade professionals being women, B&Q is committed to tackling this gender imbalance and has pledged £1 million to fund trade apprentices across a variety of sectors, including carpentry, plumbing, painting and decorating – amongst others.

“This initiative aims to break down barriers and create more opportunities for women in trades, fostering a more inclusive and diverse workforce.

“I’m a firm believer that ‘you cannot be what you cannot see’ and so through the ‘Do the lift thing’ campaign, we’re elevating more role models for girls and women to look up to in the trade sector.

“By showcasing successful women in these roles, we hope to inspire the next generation to pursue careers in trades, challenging stereotypes and changing perceptions.”