Engineers Canada, the national organization that represents Canada’s 12 provincial and territorial engineering associations, wants Canadians to think differently about the profession..

A new campaign, called “Building Tomorrows,” was developed with agency of record McMillan Vantage and aims to establish that engineers are responsible for much more than just designing buildings and infrastructure. In fact, through a 30-second television spot that launched April 11 and is running for seven weeks, the campaign repurposes a universally recognizable tool – the building block – to show how engineers play key roles in everything from medical treatment to energy efficiency.

“This campaign is the product of many years of planning and hard work from our provincial and territorial partners,” explains Kathy Baig, president of Engineers Canada. “It helps expand understanding about the central role that engineers play in building solutions to address some of the most daunting challenges we face as a country, including climate change, healthcare, urban planning and safe infrastructure.”

“This is an exciting opportunity for us to demonstrate who engineers are and the ways in which engineering disciplines are driving solutions to our shared challenges,” adds Gerard McDonald, CEO of the organization. “It’s also an important way to reflect the rich diversity of Canada’s engineers and the work they do across the country.”

In the spot, building blocks are used to assemble everything from medical treatments to smarter city plans. It is supported by a full, national and bilingual push – in English and French – that also incorporates digital, social and a specially designed microsite that provides additional information about the profession and encourages people to sign up for the organization’s newsletter.

This iteration of the three-year campaign will run through 2023.