‘Don’t be a tool’ campaign launched to improve work site behaviour

B.C. construction industry addressing bullying, harassment and hazing

The British Columbia Construction Association (BCCA) and its partners have launched an awareness campaign that tells work site offenders, “Don’t be a tool.” The campaign aims to address bullying, hazing and harassment on B.C. construction work sites.


The campaign uses animated construction tools in cartoon versions of workplace scenarios that compromise safety and productivity on work sites. The scenarios shown in the Don’t Be a Tool campaign are based on real-life 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 BC’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 work site.”


The Don’t Be a Tool campaign, which consists of sharable videos and social media images, is part of the comprehensive Builders Code initiative that seeks to set a baseline code of conduct for B.C. construction work sites. The Builders Code provides employers with a wide range of resources, including downloadable policies and posters, online and onsite training for personnel and HR/dispute resolution advisors.


“We wanted a simple, engaging campaign that would help us demonstrate the need for change in a non-threatening way,” said 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.”