The campaign is aimed at changing the way people think about careers in construction, particularly the opportunities available through union apprenticeship programs and employment with union contractors. A four-year college degree is not the only path to a successful career, and the CIC wants to raise awareness of the opportunities the skilled trades provide for young adults to build a future for themselves. Through union apprenticeship programs, individuals can learn valuable skills, earn while they learn, and pursue careers that offer opportunities for advancement and long-term stability.

John T. Cooney Jr., Executive Director of the CIC, kicked off the event by thanking those in attendance for their support before discussing why he felt the campaign was an important step for the future of the construction industry and the many benefits of working in the skilled trades.

“I am proud to announce our new Build Together. Build Better. advertising campaign focused on one important goal: Recruiting the next generation of workers into skilled union trades careers. The combination of professional union contractors and highly skilled union trades employees is the best way to improve our state and local infrastructure,” Mr. Cooney said. “The construction industry offers more than just a job. It offers the opportunity to learn a skill, build a career, earn a good living, and help build communities where we live and work. From electricians and plumbers to carpenters, laborers, operating engineers, teamsters, and other skilled professionals, our industry needs talented people, and we want to make sure that they know these opportunities are available right here in Westchester and the Hudson Valley.”

Westchester County Executive Ken Jenkins spoke about the benefits of working in the construction industry, saying, “A career in the skilled trades can provide hands-on training, career advancement, and the chance to develop skills that will last a lifetime. These are not simple jobs; they are careers. They’re opportunities to build a future where you can support your family and take pride in the work you do every day. There is something particularly rewarding about a career when you can literally look around your community and say, ‘I helped build that.’”

County Executive Jenkins concluded with a message that underscored the need for a media campaign such as this, stating, “When we invest in our workforce, we invest in the future of Westchester County.”

The campaign will use multiple media outlets, including television advertising and social media, to reach young adults and introduce them to career opportunities in the skilled union trades. Reaching a younger audience is an important step toward developing the next generation of workers and leaders in the construction industry. Dominic Montesano, President of Montesano Brothers, Inc., and a participant in the campaign, spoke about the need to bring younger people into the industry’s management ranks, saying, “Management needs youth to come and be the next leaders. And the best way to be a leader is to learn a trade.”

Mr. Montesano was not the only campaign participant present at the event. Kevin Coronado, an apprentice with Operating Engineers Local 137, was also in attendance. After introducing him, Mr. Cooney quipped, “He’s about to become a movie star.”

Other speakers included Ed Cooke, Vice President of the Building and Construction Trades Council of Westchester and Putnam; Todd Diorio, President of the Hudson Valley Building and Construction Trades Council; and Steven Reich, Co-Vice President of the Building and Construction Trades Council of Rockland County. In addition to discussing the importance of the campaign to the industry’s future, the speakers addressed current workforce needs and the importance of attracting new workers to the skilled trades. Mr. Reich emphasized the urgency, saying, “We have a labor shortage coming up, and it’s coming up really fast.”

The final speaker, Yorktown Town Supervisor Ed Lachterman, also discussed the importance of getting young people involved in the trades, saying, “If we say we believe in our young people, we need to invest in apprenticeship programs that give them a real path forward. Encouragement matters, but opportunity changes lives.”

Also in attendance were Deputy Westchester County Executive Joan McDonald, State Assembly Members MaryJane Shimsky and Dana Levenberg, and John Nelson of the New York State Department of Labor in addition to Nicole Eschler from Southern Westchester BOCES, Dr. Andrew Ecker and Dr. Gregory Brown of Putnam Northern Westchester BOCES and Denise Dzikowski of Dutchess BOCES.

The Build Together. Build Better. campaign will run from September 2026 through May 2027, promoting skilled union trade careers and the important partnership between union contractors and highly trained union workers in building and maintaining the region’s infrastructure.