News

Advanced Skills Centre Announcement
CLRA was pleased to attend Alberta Government’s announcement today that commits to continually investing in NAIT’s upcoming Advanced Skills Centre, expected to begin operations by 2029. A total of $43 million – with $20 million earmarked in Budget 2025, if approved – is allotted to fund pre-construction planning and design of the Centre. When complete, the project is expected to expand apprentice training by 4,200 individuals each year. The Centre will add 640,000 square feet of state-of-the-art learning space, delivering high-quality education in technology-based and apprenticeship programs. There are also plans to build a 10,000-square-foot space for trades and technology skills exploration, offering hands-on learning opportunities for K-12 students, community groups, and industry partners. With Alberta’s population – and upcoming major project plans – steadily rising, it is imperative that our students have ample access to programming that leads to safe and successful careers in the construction industry. This facility announcement demonstrates a strategic investment – and direct response to – the labour shortage that CLRA members are currently grappling with. We will continue to support and celebrate initiatives that attract, train, educate, hire, and retain Alberta’s construction workforce of tomorrow. One of the largest apprenticeship trainers in Canada, over

Meeting with Alberta’s Skilled Trades Caucus
Construction Labour Relations Alberta President Joe McFadyen met with the Alberta Skilled Trades Caucus last Tuesday to discuss strategies for addressing workforce challenges – and opportunities – in the construction sector. We shared CLRA’s vision to grow a sustainable, skilled workforce through our Seed vs. Sod approach – the concept of utilizing both short- and long-term trades recruitment methods. Our ongoing advocacy work and stakeholder partnerships were also highlighted, including our collaborations with the Government of Alberta and Building Trades of Alberta. With 20,000 new workers needed over the next decade to support the province’s fast-growing infrastructure development, the CLRA continues to champion the need for increased apprenticeships, mentorships, and greater employee engagement for young workers. Learn more about Building Skills for Jobs here.

More Schools for Alberta
CLRA President Joe McFadyen attended a joint meeting of with the BTA, CBTU, and representatives of BIRD Construction and Concert Infrastructure earlier this month, where trades workers, union representatives, construction employers, and investors discussed job opportunities for upcoming projects across Alberta and Western Canada – including the construction of new schools. The province’s student enrollment numbers are surging and the demand for new and renovated school spaces has likely never been higher. The Government of Alberta’s Budget 2025 shows significant investments in school infrastructure. If passed, it will fund 18 new school projects in the Calgary metro area, creating 14,400 new and updated student spaces. In total, 49 school projects are now underway in and around the city. Beyond Calgary, the budget outlines funding for 41 new school projects across the province, supporting more than 38,500 new and renovated student spaces. Over the next seven years, more than 100 new and renovated school projects will be funded in fast-growing communities, adding over 200,000 student spaces across Alberta. These plans require a strong, stable, and skilled workforce to transform blueprints into buildings. For those considering a career in the skilled trades, announcements like the above confirm that now is the time

More Women Joining the Trades
As Alberta’s population continues to rise, so does the demand for new housing, infrastructure, and skilled professionals to build it all. Those of us in this sector are keenly aware that the province’s booming construction industry urgently needs more workers, and fortunately, more women are stepping up to fill these essential roles over time. This shift comes at a fitting moment in Canada as appreciation for, and awareness of, women in the trades is gaining momentum. Last week marked both the 116th International Women’s Day as well as the newer Women in Construction Week™, or WIC Week™. The week utilizes presentations, awards, social media, and events to shed light on women’s success stories and initiatives within the construction industry internationally. SAIT’s Women in Trades and Technology (WITT) Committee, Women Building Futures programming, The Office to Advance Women Apprentices Alberta, NAIT’s Women Leading and Building Canada’s Future program, and BTA’s Build Together: Women of the Alberta Building Trades are all excellent examples of local efforts to support more women entering, training, and thriving in the skilled trades. You can also check out our website for more helpful resources Although currently fewer than 10% of workers on-site are female, this number is

Budget 2025
Last week, the Alberta Government released their 2025-2026 budget called Meeting the Challenge. Alberta’s Budget 2025 aims to address the province’s challenges, including economic uncertainties due to volatile oil prices, potential U.S. tariffs, and rising pressure on public services from increased population growth. Budget 2025 focuses on both immediate relief for residents and long-term economic stability, while carefully managing fiscal health. The total revenue forecast for 2025-26 is $74 billion, a decrease of $6.6 billion from the 2024-25 third-quarter forecast of $81 billion. The revenue forecast reflects economic volatility and uncertainties related to potential tariffs and trade conflicts with the U.S. Operating expenses are forecasted to increase by 3.6%, or $2.2 billion, in 2025-26, primarily to support areas such as health, education, disability supports, and affordable housing. The CLRA welcomes the government’s focus in the 2025-2028 Strategic Plan to support skilled trades education, training, and apprenticeship opportunities. Included in this budget are: $78 million to add more seats in apprenticeship classes across Alberta. $113 million for scholarships and the Alberta Student Grant. $4 million to First Nations Colleges Grant for colleges in rural, Indigenous communities. $135 million to skilled trades programs (apprenticeship delivery, grants, adult learning initiatives) each year with

Supporting Indigenous Talent in the Trades with TEPF
Alberta needs more tradespeople – from all walks of life. In 2015, Construction Labour Relations Alberta (CLRA) alongside the Building Trades of Alberta (BTA) created the Workforce Development Trust (WFDT) when both groups recognized this need to invest in programs that grow, train, and support the province’s construction workforce. Since then, 2 cents for every hour worked by skilled trades construction contractors under CLRA/BTA/GPMC collective agreements have been donated to the Trust, summing over $4 million in contributions to date. Over the past decade, these funds have been donated to various beneficiaries including Helmets to Hardhats Canada, Trade Winds to Success, and Women Building Futures; all organizations that help equip, educate, and assist Albertans entering trades careers. A significant partner of CLRA’s in this venture is The Educational Partnership Foundation (TEPF), an Alberta-based charity known for exposing hundreds of thousands of students to their literacy and trades careers programming every year. Besides offering bursaries to financially support students in their apprenticeship journeys, they provide two streams of specialized trades career support: one for high school students broadly, and the other for Indigenous Canadians more specifically. Indigenous students entered in these Trades Careers programs receive comprehensive training both on and off

Funding Announcement for Trade Winds To Success
Yesterday, Minister of Employment, Workforce Development and Labour Steve MacKinnon alongside Edmonton Centre MP Randy Boissonnault announced that the Government of Canada will invest nearly $5 million to support the training of over 290 Indigenous Red Seal apprentices through the Trade Winds to Success Training Society, an Edmonton-based pre-trades training centre. This funding – provided by the Canadian Apprenticeship Strategy – aims to equip a skilled workforce to help meet Canada’s ambitious housing goal of constructing 3.87 million new homes by 2031. This investment will inspire Indigenous youth overcome barriers to joining the trades by offering academic upgrading, mentorship, safety ticket training, mock interviews, employment and union connections – among other services – helping these apprentices graduate from their programs and secure jobs. Additionally, through the Towards Net Zero Residential Construction project, apprentices will gain career skills using tools and methods that assist Indigenous, rural, remote, and under-resourced communities to reduce residential greenhouse gas emissions. Programs and funding like this will help meet the country’s demanding need for skilled labour while offering more Indigenous students the tools to build lasting careers and contribute to their communities, their environment, and the economy. The CLRA looks forward to more announcements like that

Helmets to Hardhats 2024 Recap
As we step into the new year, CLRA is proud to support the continued success of Helmets to Hardhats in connecting Canada’s military community to purposeful careers in the skilled trades. In 2024, we saw remarkable progress as Helmets to Hardhats expanded its outreach and enhanced its programs to better serve Veterans, transitioning service members, and military families. With their ongoing efforts, they engaged future leaders at Cadet camps, launched new initiatives in Indigenous communities, and rolled out additional training programs to prepare individuals for a variety of trades roles. Thanks to new funding in Ontario and Alberta, Helmets to Hardhats continues to play a critical role in bridging the gap between the military community and unionized construction careers. In 2024, Helmets to Hardhats registered 364 Veterans, 55 employers, 29 dependents, and 15 Afghan refugees, issuing 381 referrals to connect them with new opportunities. They also hosted a memorable Veterans and Industry Appreciation Day at Woodbine Racetrack, bringing together Veterans, industry leaders, and other partners to celebrate the impact of their work. In addition, they continued providing free safety training to H2H clients in Ontario and have upcoming plans to expand this service into Alberta, helping even more Veterans transition

Business Council of Alberta Report on Immigration, Alberta, and the Trades
The provinces have long played a vital role in shaping immigration policy in Canada, but changes are afoot. Recent federal cuts to immigration levels – as outlined in the 2025-27 Immigration Levels Plan – have placed a disproportionate burden on provinces by reducing their involvement in immigration through the Provincial Nominee Program (PNP), an organization that allows Canadian provinces to annually select immigrants based on their unique economic and labour market needs. This is the topic examined in the Business Council of Alberta’s latest report on immigration policy, one that resonates with CLRA and our advocacy work. The number of immigrants in the skilled trades in Canada surged in the late 2000s and early 2010s as the immigration selection system responded to the growing demand for skilled tradespeople. In fact, in the years following their admission, immigrated tradespeople experienced significantly higher employment rates than their non-trades peers. With the construction sector presently grappling with the skilled labour shortage and waves of retirements, it’s clear that the need for tradespeople – both new and native to Canada – is still high. The BCA report shares that several of the occupations and industries prioritized by the federal government – including the skilled

Alberta Invests 1.5M in Trade Winds To Success
To help address the rising demand for skilled tradespeople, the Alberta government is investing even more in trades education. The CLRA is pleased to hear that the GoA has recently committed $1.5 million over three years to support Trade Winds to Success, an Indigenous-led non-profit that has helped over 3,000 Indigenous students pursue careers in the skilled trades since 2005. This funding will help Trade Winds to Success continue offering valuable training programs; their Residential Construction Program is one such example, where students receive foundational training and hands-on experience in constructing eco-smart homes in Indigenous communities. Upon completion, students gain hours toward their first-year apprenticeship in Alberta’s carpenter program, guiding them toward successful, long-term careers in the trades. Over 150 participants are expected to enroll in this program over the next three years. For Trade Winds to Success, this funding is seen as an important step in reconciliation. It provides the organization with the resources needed to continue advocating for Indigenous student success in the workforce. With the backing of Alberta’s government, the program will help meet the province’s growing need for skilled labour while offering Indigenous students the tools to build lasting careers and contribute to their communities and

Alberta Snapshot: Winter 2024 Update
“The Alberta economy continues to move forward but with the headwinds of a poor Canadian economy, more cracks are appearing in its armour.” So begins the Business Council of Alberta’s latest economic update, the Winter 2024 Alberta Snapshot. This report highlights the both the challenges and prospectives the province has encountered over the last quarter. Some key findings are as follows: unemployment has risen to 7.3%, signaling a sizable slowdown in work opportunities such that there are at least three jobseekers for each job vacancy. Despite 13,000 additional jobs last month, job creation growth is still only 1% annually. Recent immigrants are particularly feeling the effects of this weak labour market, with unemployment among newcomers a steep 15%. Many sectors are struggling – especially those serving the domestic market – as weak consumer spending takes its toll. In terms of housing, the outlook for residential construction is less optimistic long-term due to recent federal immigration cuts. Albertans face declining purchasing power, with discretionary spending taking a hit. And although severe financial troubles like bankruptcies and mortgages in arrears haven’t materialized yet, they could if the labour market worsens, particularly as oil and gas revenues come under pressure as commodity prices

Applications Now Open for Collegiate School Grants
CLRA supports the Alberta government’s recent decision to invest $21.5 million in the start-up and expansion of collegiate schools across the province, part of a $64.3 million investment over the next three years. As the demand for career education grows – alongside related job opportunities post-graduation – increasing the number of schools offering these programs will help more Alberta youth jumpstart pathways to rewarding, stable, and well-paying trades careers. Collegiate schools – either public or independently accredited – have seen a recent boost in interest, with 12 schools already established since their introduction in 2021. Through partnerships with post-secondary institutions like SAIT and NAIT, collegiate schools offer students career-focused education, hands-on apprenticeship programs, and the chance to earn post-secondary credits while in high school. The knowledge and technical skills gained by these students truly accelerate the trajectory of their work life and earning potential. Since they join the workforce earlier and gain valuable real-life experience, these students gain a competitive edge by enjoying more time to grow and succeed in their chosen fields. Applications for new collegiate schools for the 2025-26 school year are due by January 31, 2025. Read the government’s full announcement here, and check out our trades

Changing Perceptions on the Trades
The perception around #SkilledTradesCareers is changing. According to Leger’s recent Skilled Trades Research Project, 13% of Canadians are currently working in a skilled trade, and 40% have considered entering into one. Other project findings include that: Half of Canadians consider electrical (52%), construction (46%), and plumbing (46%) to be the most valuable trades. Two-fifths consider carpentry (42%) and automotive repair (41%) to be valuable professions. Preference for white-collar jobs, the perception that trades work is too physically demanding, and a lack of awareness about opportunities are the top 3 reasons individuals did not consider a trades career. The top 3 perceptions of a career in a skilled trade include good pay (62%), job stability (47%), and opportunities for small business development (45%). Eight-in-ten Canadians (80%) believe there are more options today in the trades than there used to be. Half of Canadians (52%) regard the desirability of careers in trades more highly compared to a few years ago. The demand for trades careers in Alberta is growing. If you or someone you know is interested in starting or transitioning into a career in the trades, our resource-rich website is an excellent place to begin your search. Learn more about Leger’s

CLRA Holds 54th AGM
Our valued industry partners, stakeholders, and members gathered together at our 2024 AGM, which took place at Edmonton’s exclusive Derrick Golf & Winter Club on Tuesday, November 19. There were 36 were in attendance, and 11 individuals spoke at the podium throughout the day. We were fortunate to welcome a dynamic panel of presenters, from CLRA staff and board members to representatives from the Alberta government, our partner in trades education TEPF, and other heavyweights in the political and public communications sphere. Assistant Deputy Minister with Alberta Education Jamie Curran opened the event with his greetings from the provincial government. He discussed both the challenges and opportunities Alberta faces in the wake of the skilled labour shortage, including the government’s recent advertising campaign promoting apprenticeship education, careers, and the value tradespeople bring to the province. Catherine Rothrock, Chief Economist at Alberta Treasury Board and Finance, presented an in-depth analysis of Alberta’s economy, exploring key trends and factors that are shaping the province’s economic landscape. The Educational Partnership Foundation (TEPF)’s President and CEO Barb Simic presented on our joint efforts to support technical education in Alberta. In fact, through our presence on the Workforce Development Trust board, the CLRA has partnered

Helmets to Hardhats Investment Announcement
Today, the Government of Alberta announced their investment of $300,000 in Helmets to Hardhats, a non-profit organization that finds good quality opportunities in the unionized construction industry for serving, transitioning and former military members. Construction Labour Relations Alberta, one of HTH’s founding members, is proud to support our Canadian Armed Forces veterans, reservists, and military families as they transition into rewarding careers in the skilled trades. This one-time grant will help veterans access the Helmets to Hardhats Skilled Pathway program, which offers apprenticeship education, safety certification, personal protective equipment, and employment referrals, all while preparing participants for both entry-level and supervisory positions in Alberta’s trades. With Alberta’s economy growing and diversifying, this program creates new career opportunities, supports veterans in their post-service lives, and helps meet the province’s labour needs. We agree with Minister of Advanced Education Rajan Sawhney – instrumental in this investment decision – who recently expressed, “Our veterans’ dedication will translate seamlessly into successful careers in the trades, and we are proud to open new doors for them.” Alberta’s unionized contractors, along with Ontario, are the largest recipients for veterans transitioning from the military to construction. Since the program started in 2012, they have placed over 2500

Growing a Skilled Trades Workforce for Tomorrow
CLRA President Joe McFadyen’s recent op-ed on the future of Alberta’s trades industry stressed the need for more tradespeople, given the province’s leading position as the nation’s fastest-growing province. To meet the demand – particularly in the energy sector – Alberta will require 20,000 new construction workers over the next decade, contributing to $22 billion in major projects. At CLRA, we’re committed to tackling this challenge through our “Seed VS. Sod” campaign. This initiative balances short-term solutions, such as attracting skilled immigrants, with long-term efforts to develop a local workforce from within junior and high schools. While immigration can provide immediate relief, the Business Council of Alberta’s recent report highlights the need for greater enrollment and completion rates in trade schools to secure a sustainable workforce for the future. It’s time to break the stigma that university is the only path to success. By investing in the trades, we can offer young Albertans rewarding careers that are both financially stable and fulfilling. As master plans for new communities are greenlit, it’s essential that we plant seeds today so that the skilled workforce of tomorrow is to build them. Read the full op-ed here.

Alberta’s Skilled Trades Deficit: BCA’s Latest Findings
CLRA is greatly impacted by the ongoing skilled trades shortage in Alberta. While the issue is not new, it continues to grow in urgency given the province’s rapid surge in population, leading to a spike in demand for housing, infrastructure, and other essential services. This demand increase is putting pressure on resources needed to maintain equipment, move goods, and support ongoing business and major project investments. Without a qualified workforce to execute these tasks, costs are rising, making businesses less competitive and everyday living pricier for Albertans. As we have written about previously, the Business Council of Alberta’s Skilled Trades Task Force is actively studying and reporting on the shortage – both its root causes and potential solutions. Their latest report primarily explores the former: investigating whether the shortage is driven by supply issues or increasing demand. The answer, unsurprisingly, is both. Report findings show how, in the short term, Alberta will need to bring in more workers from outside the province to fill the labour gap – what CLRA describes as the “sod”. In the longer term, enrollment and graduation rates in local trades programs (the “seed”) need to grow in order to sustain a pipeline of talent, an

Alberta’s Economic Outlook: Preparing for Growth in 2025
ATB’s latest quarterly outlook report expressed cautious optimism is what ATB forecasts for the country’s economic landscape as we near 2025. To recap, Alberta’s economy is set for stronger growth, estimated at 2.5% this year and 2.8% next year, outpacing the national rate. The energy sector is revitalizing through improved market access and investments in hydrogen and petrochemicals. Rapid population increases are fueling new home construction, while tech and aviation industries are gaining ground. In terms of housing, the market is tight, driven by the province’s skyrocketing population with housing starts reaching levels not seen for nearly 20 years. The unemployment rate is expected to remain above 7% for the rest of the year, though it may gradually decline as job growth continues and migration slows, despite ongoing labour shortages in various sectors, including accommodation, food, and construction. Encouragingly for CLRA, Alberta’s economy is experiencing significant new growth in major projects in a variety of sectors – including decarbonization, where it stands as Canada’s leading hydrogen producer. Key ventures include Air Products’ $1.6 billion Net Zero Hydrogen Energy Complex in Edmonton, which will support Imperial Oil’s renewable diesel facility. Another is the Dow Path2Zero project in Fort Saskatchewan, valued at

Gender Equality Week and the Trades
September 22-29th marks Gender Equality Week, as recently announced by Minister of Arts, Culture and Status of Women Tanya Fir. At CLRA, we believe it is essential to reflect on the representation of women in the skilled trades, especially within the construction industry. While Alberta has made significant strides toward gender equality, the underrepresentation of women in these vital fields underscore the challenges we face in the ongoing labour shortage. Alberta is on the brink of a transformative period, with more than $22 billion in proposed or confirmed projects slated for the coming years. These initiatives, alongside the remarkable recent increase in population, present tremendous opportunities for our province in terms of economic growth and diversification. However, we cannot fully seize these opportunities without a robust skilled trades workforce. We must continue to foster a culture that encourages women to pursue careers in the skilled trades. This requires not just policy changes but a collective commitment to challenge biases and support initiatives that promote inclusivity. One way that CLRA is doing this is through our new website where we have compiled several education, apprenticeship and training resources for women looking to enter the trades. We also reshare other organizations’ –

Supporting Alberta’s Skilled Trades: The Journey to Becoming a Journeyperson
As a key player in the construction and labour sectors, CLRA was excited to see the Business Council of Alberta (BCA) launch their “The Journey to Becoming a Journeyperson” taskforce-led project earlier this week. This initiative comes at a critical time, as Alberta faces a rising demand for skilled tradespeople amid its rapidly expanding population and growing list of upcoming major projects. Report author Dylan Kelso shared that BCA’s ultimate goal with this project is to suggest policy recommendations on how to increase the number of skilled tradespeople in our province. This project is a commendable effort to support aspiring tradespeople in navigating the certification process. With its detailed step-by-step breakdown of credentials and training programs for various starting points, it aims to demystify the journey toward becoming a journeyperson, making it more accessible for all Albertans looking to join or switch into the trades. Projects like this are vital for the long-term health of the construction industry – and by compiling education and training resources on our newly launched website, CLRA is helping to accomplish the same goal. By equipping individuals with the knowledge and resources they need, we can collectively address labour shortages and strengthen Alberta’s workforce. We

Building Futures in the Trades: New School Collegiate Programs
As students return to school this fall, Alberta is investing significantly in career education to align better with opportunities arising from our booming economy. With a focus on fueling interest and growth in various sectors, including the skilled trades, the provincial government is establishing clearer pathways for youth to pursue and secure fulfilling careers in the construction industry. Seven new collegiate programs will be introduced across Alberta during the 2024-25 school year. These programs are geared towards piquing student interest in trades careers (amongst others) and to provide them with the pathways and opportunities to fulfill them. Developed in partnership with post-secondary institutions, these initiatives feature blended learning, combining in-person studies with online learning experiences. CLRA supports innovative education avenues, including the seven upcoming collegiate programs that encourage high school students to pursue the skilled trades. We are currently promoting our new ‘Build Your Future’ digital campaign, focused on inspiring individuals of all backgrounds and abilities to consider joining skilled profession training programs and apprenticeships. We believe that these initiatives will help equip young people with the necessary skills to thrive in Alberta’s dynamic construction job market – and further contribute to the province’s economic advantage. Read the government’s full

CLRA Granted Position on the Alberta Board of Skilled Trades
CLRA is pleased to announce that our President, Joe McFadyen, was recently granted a position on the Alberta Board of Skilled Trades by Minister of Advanced Education Rajan Sawhney. We are honoured and excited to have the opportunity to contribute to this board’s vital work over the next three years. We have played a crucial role in guiding Alberta’s unionized construction employers through labour negotiations for over 50 years, uniting contractors, owners, and skilled tradespeople to strengthen local and provincial economies. Whether by ensuring our presence on boards like ABST, or promoting education resources to prospective tradespeople through our new campaign, we are dedicated to advancing the skilled trades in this province. Learn more about the Alberta Board of Skilled Trades here. Check out the other members of ABST here.

Linde Commits to Long-Term Clean Hydrogen Supply for Dow’s Path2Zero Project
Yesterday, Linde announced its plans to build a $2-billion clean hydrogen and atmospheric gases facility in Fort Saskatchewan’s Industrial Heartland. This first-of-its-kind facility will be a key player in Dow’s Path2Zero Project, an ambitious initiative aimed at achieving net-zero greenhouse gas emissions by 2050. Alberta remains at the forefront of hydrogen production and clean energy technology, with this latest news building on other significant announcements made late last year. In its first phase, Linde will supply clean hydrogen, nitrogen, and other essential services to support Dow’s pioneering net-zero emissions integrated ethylene cracker and derivatives site. The complex will also provide clean hydrogen to both existing and new industrial clients aiming to reduce their carbon footprint. It is expected to capture and sequester over 2 million metric tons of carbon annually. Notably for CLRA and its members, this facility will generate 750 temporary jobs and 60 permanent positions in the construction industry. Linde’s investment builds on Alberta’s efforts with the Carbon Capture Utilization and Storage (CCUS) Hub and the Alberta Petroleum Incentive Program (APIP) by driving thousands of jobs and billions in investment – all while reducing greenhouse gas emissions. When completed in 2028, Linde’s new complex will stand as Canada’s

Today’s New Workforce – Our Latest Digital Campaign
CLRA is excited to share the launch of our newest social media campaign this week, which is dedicated to showcasing career, education, and training opportunities in the skilled trades for groups that are statistically underrepresented in the construction industry. This includes women, newcomers to Canada, Indigenous peoples, veterans, and those with disabilities. Our goal with this campaign is to challenge misconceptions and remove barriers that have traditionally prevented diverse individuals from exploring and excelling in the trades. By featuring success stories, providing targeted, valuable resources, and sharing available supports, we aim to make the trades more accessible and attractive to a broader audience. Given Alberta’s unprecedented population growth and the continual labour shortage, the need to advocate for trades careers has never been greater. The campaign will primarily run on X (formerly Twitter), LinkedIn, and Instagram. We invite you to explore our new web page and follow our social media channels for weekly updates. We also encourage you to share our posts to help us reach a wider audience. CLRA believes that by fostering a diverse, inclusive, and equitable environment, the skilled trades can benefit from a richer pool of talent and fresh perspectives. This campaign is not just about