Brand News
Oct 16, 2019

In Partnership with Dickies, Make It Movement inspires people to learn about and unlock possibilities of working in the trades

The pilot program inspires people to look beyond four-year colleges as the only path to success

  • VF and Dickies® launched the Make It Movement in Texas Saturday, a campaign to motivate and inspire people to follow their passions and build rewarding careers in the trades.
  • Texas is currently facing a shortage of skilled trades workers to fill the state’s 137,000 job openings. The Make It Movement is working to help bridge the gap.
  • The team is exploring opportunities to expand the pilot program beginning in 2020.

The Make It Movement pilot program launched in Texas Saturday to help change the misperception that a four-year college degree is the only path to success. 

The multi-tiered effort works to inform Texans that there are growing opportunities for rewarding careers in the trades. Community colleges, technical schools and apprenticeships are preparing people to take on vital careers throughout the state in fields as diverse as healthcare, solar technology, welding and construction.

In September, the Texas Workforce Commission announced the state has a thriving, diverse economy but is drastically falling short of people able to fill the more than 137,000 skilled-job openings. VF hopes to bridge this gap as part of its Worthy Work Purpose commitment to inspire, educate, and attract a community of makers into a rewarding and purposeful career in the trades.

“What’s happening in Texas is a microcosm of what is happening throughout the country,” said Cameron Walker, VF’s Vice President, New Models and Strategic Partnerships. “Working in the skilled trades is worthy work and we want to inspire people to dream about all the possible paths to success.”

Throughout the month of October, a series of digital and television spots will be featured in Texas. The 30 and 60-second commercials will air during four Texas NCAA football games. Interested viewers may also visit to learn about specific trades, the path to gaining skills, and educational and job opportunities.

Make It is the brainchild of Roy Spence, co-founder of the advertising firm GSD&M and founder of The Promiseland Project.

Looking beyond the Texas pilot program, the Make It team is exploring opportunities to expand Make It in 2020.

“At Dickies, we believe it is our role to fuel the pride and passion that comes from the dignity of work, which is why we are so proud to be a key partner of Make It,” said Curt Holtz, Executive Vice President and Group President of VF Workwear. “Since 1922, we have been a trusted brand that has stood alongside generations of proud makers, equipping them with tough, durable workwear that has enabled them to make and shape our world. We are excited about this important campaign and hope that it will encourage others to follow their passion and join the Make It Movement.

Follow the Make It Movement on FacebookYouTube and Instagram

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