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Livv Housing Group becomes first housing provider to pledge its support for ‘Not Just Men & Muddy Boots’ campaign

Livv Homes, part of Livv Housing Group, is proudly rolling out The Save Construction Initiative’s ‘Not Just Men & Muddy Boots’ signage at its development sites across Knowsley, Merseyside. The campaign is designed to inspire young people into exploring the wide range of careers within the construction sector.

The Not Just Men & Muddy Boots video campaign with the slogan “Be part of something great!” has been initiated by not-for-profit organisation, The Save Construction Initiative (SCI). It aims to tackle the construction skills shortage and promote enthusiasm for the opportunities available in the sector.

Launched earlier this year, the video, which stars several young people who work in construction, has been shared with schools and colleges via local authorities and the Careers and Enterprise network.

To support the campaign Livv is placing prominent signs, which feature a QR code leading directly to the video, on its construction site hoardings throughout Knowsley. This includes Prescot, Whiston and Huyton.

The link also signposts to the Liverpool City Region BE MORE page that promotes job opportunities, apprenticeships and training.

Yvonne Westhead-Fyles, Director of Development at Livv Housing Group, said: “We’re proud to be the first registered provider to display the Not Just Men & Muddy Boots signage at our sites. As we’re building new homes throughout the borough, we’re ideally placed to engage with our local communities.

“We know that there’s a skills shortage in the sector and as a business we’re committed to increasing aspiration in young people. The goal is to capture people’s attention as they walk past our sites, sparking curiosity, motivation and inspiration to learn more.

“The construction industry is incredibly diverse – it really isn’t just men and muddy boots. There are so many different roles, teams and types of organisations that work together to make it all happen. As the campaign emphasises, you can be part of something great. This is a fantastic initiative and one that we’re really keen and proud to promote.”

Zoe Brooke, CEO & Founder of The Save Construction Initiative, said: “The construction sector is expected to need over one million workers by 2030 and this won’t be achieved if we don’t act now to positively encourage new recruits. Our campaign aligns with the LCR skills strategy towards strengthening the skills system, reducing deprivation, and promoting inclusivity.

“Our campaign is specifically targeted at young people, those who are unemployed and those considering alternative careers. It is a commendable effort by Livv to inspire and improve the lives of those in the communities they operate, and with their collaboration, we can target those that are ‘hard to reach’. The more people who see the video, the greater chance we have of the campaign succeeding.

“We’re incredibly grateful for Livv’s support and hope that other housing providers will follow their lead.”

The Not Just Men & Muddy Boots campaign has received endorsement from the likes of Metro Mayor of Liverpool City Region, Steve Rotheram, Greater Manchester Mayor, Andy Burnham, Salford City Mayor, Paul Dennett and Salford County Council’s CEO, Tom Stannard.

So far, the video has been seen by over 500,000 young people in northwest local schools and colleges through the careers and enterprise network.

For more information about the Not Just Men in Muddy Boots campaign please visit or for more information about Livv Housing Group visit