The Manufacturing Industry Skills Alliance has launched a national campaign encouraging young Australians to explore career opportunities in the country’s evolving manufacturing sector.
The initiative, titled Make It ManuFACTuring, is designed to challenge outdated perceptions of the industry and highlight its role as a modern, innovative and future-focused field.
Developed with input from industry leaders, the campaign shares authentic stories from people working in a wide range of manufacturing roles, the alliance said in a news release.
Rolling out across television, radio, outdoor advertising, social media, and a dedicated website, the campaign targets students, parents, and career advisors with 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,” said Sharon Robertson, Chief Executive Officer of the Manufacturing Industry Skills Alliance.
She added that the Alliance’s 2024 Workforce Plan showed many young people were not considering manufacturing careers because of outdated stereotypes.
“Our 2024 Workforce Plan identified that many people weren’t even considering a career in manufacturing due to outdated misconceptions that the work was repetitive, dirty or poorly paid. We want people to broaden their search and see the modern face of manufacturing that exists today,” Robertson noted.
The Manufacturing Industry Skills Alliance noted that manufacturing remains a vital part of the economy, contributing more than $100 billion in 2025 and employing nearly a million workers across Australia.
However, the organisation said an ageing workforce and persistent skills shortages highlight the need to attract the next generation of workers.
The Make It ManuFACTuring campaign will initially run for three months in Victoria, Tasmania, and Queensland.
The alliance said it will be closely monitored through surveys and digital analytics before a potential expansion nationwide.
