In an attempt to get more teenagers into building jobs, the construction industry has launched a major advertising campaign.

Positive Image will combine TV slots with an online, ambient and postcard campaign in a bid to challenge teenagers’ stereotypes about the industry.

Applications for construction courses have risen dramatically in recent years but more workers will still be needed for projects like the £10bn Crossrail Link project and £400m Olympic bid.

“There has never been a more challenging or exciting time for the construction industry” said Peter Lobban, chief executive of CITB-ConstructionSkills, the sector skills council which is backing the recruitment campaign.