With only 1% of the UK’s manual workers being women, Dyno-Rod recognised a pressing need to address gender imbalance amid a looming shortage of half a million manual workers over the next five years. To tackle this, Dyno-Rod launched a campaign focused on recruiting women and highlighting the unique challenges they face in this traditionally male-dominated sector. We commissioned research uncovering public perceptions and barriers for women in manual labour, which helped spark meaningful media conversations. Featuring real Dyno-Rod engineers, the campaign broke down stereotypes, boosted brand visibility, and educated audiences about their expert drainage and plumbing services nationwide.