The Industry Training Authority (ITA) works with employers, industry, labour, training providers and government to manage trade apprenticeships, set program standards, issue credentials and increase opportunities in the trades in British Columbia. In June 2013, Make was tasked to build awareness and interest in the trades amongst BC’s youth. To achieve this, we consulted with internal ITA stakeholders, the Ministry of Education, high school teachers, principals, career program staff and students to develop a communications strategy for the ITA youth trades training programs. After gaining key insights about our target audience, we developed the campaign platform ‘What are you made of?’—harnessing the power of introspection to encourage youth to identify their key strengths and envision themselves in a trade right for them. We captured a series of emotive images of real youth apprentices engaged in their workspaces, ultimately creating a highly personalized and interactive microsite that allowed users to self-identify a trade and learn more about it.