Young Australians encouraged to discover the new face of manufacturing

The Manufacturing Industry Skills Alliance has launched Make It ManuFACTuring, a new campaign designed to show young Australians that manufacturing is a modern, innovative and future-focused career choice.

Created with direct input from industry leaders, the campaign aims to challenge outdated stereotypes about the sector and replace them with authentic stories, showcasing real people thriving in a wide range of manufacturing roles.

Across television, radio, outdoor advertising, social media, and a new dedicated website, Make It ManuFACTuring speaks directly to students, parents, and career advisers. It focuses on the message that manufacturing today is high tech, creative, secure, and full of opportunity.

“This campaign is a result of industry engagement and consultation and aims to help address skills shortages that exist across the sector,” explains Manufacturing Industry Skills Alliance CEO, Sharon Robertson.

“Our 2024 Workforce Plan identified that many people weren’t even considering a career in manufacturing due to outdated misconceptions that the work was repetitive or poorly paid. We want people to broaden their search and see the modern face of manufacturing that exists today.”

Australia has a strong manufacturing sector with a proud legacy. In 2025, manufacturing will contribute more than $100 billion to the Australian economy and employ nearly a million workers across various industries nationwide. However, with an ageing workforce and skills shortages in priority areas, there is a need to attract the next generation.

Across the campaign, Make it ManuFACTuring highlights that there are many more opportunities in manufacturing than people realise. The underlying message is “Just give it a go—even some work experience can open your eyes to possibilities.”

Make It ManuFACTuring will run as a pilot across Victoria, Tasmania, and Queensland for three months. It will be closely monitored through surveys and digital analytics to measure impact and inform future national expansion.

Find out more at www.makeitmanufacturing.com.au