Demographic developments are resulting in fewer school leavers. In addition, the trend towards academic training is reducing the number of young people that complete an apprenticeship, with the result that apprenticeship positions in the construction sector remain vacant. Recruitment therefore plays an important role in continuing to secure young trainees for the construction industry in the future. For this reason, the Swiss Master Builders’ Association is launching the docusoap «The Construction Heroes
» as part of its image campaign under the heading of «Build Your Future». The first season accompanies young people through their day-to-day life – showing the sometimes demanding advantages of life on the building site close up! The objective of the campaign is therefore to successfully enhance the image of building professions. The narrative aims to convey the core message: «I’ve done it!» The focus is on the hero and his/her work at all times!"