THE LANGUAGE
OF LABOR
INSIGHT
DeWalt makes tools and accessories for the construction workers who build America. But we can do more.
27 percent of construction workers in the US are immigrants. Many immigrant workers are at a disadvantage on their job when they are not able to fully communicate with their employers or co-workers.
IDEA
Immigrants build America. America is built on dreams. Let’s help our workers build the skills to realize their dreams.
OOH
OOH ads are placed next to job sites across major cities in the U.S. communicating our message.
Digital Experience/Outreach
Less than half of immigrants speak English very well and about 13% don’t speak it at all, according to new numbers the U.S. Census Bureau.
DeWalt is partnering with DuoLingo to create free live-stream English classes for immigrant construction workers. Construction workers can register through DeWalt.com/buildamerica or Duolingo.com/buildamerica.
Workers become students by listening to and speaking real English, 1-1 with dedicated teachers, or joining a group class from around the world.
Social Campaign
Most jobs in construction are temporary, and the way workers find about them is through word of mouth – these workers are not on networking websites.
DeWalt will create a sponsored social community page for workers to exchange opportunity, experiences and insights on Facebook.
