#DoTheLiftThing – B&Q x TradePoint x Sane Seven

We created the full campaign concept for B&Q and TradePoint’s #DoTheLiftThing—a bold initiative designed to challenge outdated stereotypes about women in the trades.

The centrepiece of the campaign was a fully branded lift, where tradeswomen were interviewed as they ascended—sharing unfiltered stories about their careers, challenges, and why they love what they do. These filmed interviews were paired with powerful portraits and rolled out across stores, social media, national press, and digital platforms.

But the project didn’t stop there. We invited girls aged 6–12 to help build the lift alongside female role models, showing that hands-on work isn’t just for boys. We also interviewed the girls to understand how they viewed activities like this and what messages they were already picking up about gender and work.

#DoTheLiftThing lifted more than tools—it lifted visibility, aspirations, and the conversation around who gets to build the world around us.