building trades director

B.C. launches Don’t be a Tool campaign

Thursday, April 11, 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 have launched a province-wide campaign that tells workers to not be a “tool.”

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 B.C. construction worksites.

Created by communications agency Rethink, 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 per cent male.

“There’s no question that the 180,000 tradespeople in B.C.’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 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.”

To view Don’t Be a Tool videos and posters, visit

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