Inspiring the next generation of tradespeople

LiUNA

LiUNA

Web

Skills development and work

UX/UI design

UX copywriting

Web development

Live-action production

Motion graphics

Editing

Sound/music

Data visualization

The Labourers’ International Union of North America (LiUNA) Local 506 engaged Sandbox to help enhance public awareness about the lesser-known construction trades they represent and address persistent labour needs in Ontario’s construction sector. Early conversations highlighted the need to better inform and motivate prospective and current apprentices – especially from underrepresented groups such as women, newcomers, and racialized communities – by debunking myths about working in the trades and making it easier to understand both the apprenticeship training model and benefits of working in the construction trades.

With support from Ontario’s Skills Development Fund, Sandbox worked with LiUNA 506 to develop in-depth research and create the Apprenticeship Journeys Platform, a user-friendly digital guidance tool designed to provide key information about apprenticeship and the trades for prospective apprentices as well as parents and educators. Those ‘career influencers’ shape young people’s career decisions but often lack the information or tools to speak to youth about opportunities in the trades.

Explore the platform

Explore the platform

Desktop Website Layout

Posters of the campaign

The Apprenticeship Journeys Platform is an interactive microsite designed to connect prospective apprentices, their families and educators with the information they need to start a career in the trades.

It features 18 videos of LiUNA tradespeople sharing their career journeys, interactive data visualizations explaining the apprenticeship training process and union benefits, a career quiz, accessible 101 FAQs, and downloadable resources for prospective students, parents, and educators. The platform supports both independent exploration and structured use in classrooms and apprenticeship information sessions, making it a flexible tool for outreach, recruitment and career guidance.

Mobile Website Layout

kakemono of the campaign

Development began with a comprehensive research phase exploring how people make career decisions and what prevents them from pursuing work in the trades. This involved conducting a literature review on youth and adult career guidance, interviewing prospective candidates, parents, and educators, and performing a comparative analysis of digital recruitment tools. The insights revealed significant gaps in how apprenticeship information was communicated and highlighted the need for more relatable, accessible guidance.

The site’s final content was shaped through creative testing sessions with 19 prospective and current apprentices, using individual interviews and focus groups to gather input on structure, features, and video concepts. Post-launch, we have continued to validate additions to the site, including the Parents and Educators section, which provides essential tools and knowledge for aspiring tradespeople, their guardians, and mentors. Further testing has confirmed this page to be a valuable resource on the platform.

While the project is currently a core component of LiUNA 506’s outreach strategy, supporting both recruitment and broader awareness-raising efforts about careers in the construction industry, our work is still ongoing.

Next steps include optimizing the site to meet the evolving needs of the trades sector and piloting an AI-chatbot to enhance platform navigation for apprentices, parents and educators. We are also working to develop micro-learning opportunities to support the readiness of apprentices entering the construction trades, drawing from an international scan of the construction industry’s evolving skills needs and skills training practices, interviews with Ontario industry leaders, and a review of available skills training opportunities for Ontario prospective apprentices.

Learn more about our methodologies

CREDITS

CREDITS

Executive Producer: Boaz Beeri

Director of Research: Patricia Mangeol

Product Leads: Liana Cherepaha and Aarti Motala

User Research Lead: Juan Gonzalez

Product Designer: Kiija Gargarello

Web Developer: Mike Mifsud-Sweeney

Senior Producer: Aaron Hancox

Senior Video Editor: Dylan Butler

Video Editor: Daniel Haack

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UNICEF Innocenti

A dynamic platform for behavioural sciences and insights

UP NEXT

UNICEF Innocenti

A dynamic platform for behavioural sciences and insights