Creators Wanted Tour: Revolutionizing Manufacturing Perceptions

The Big Picture: The Creators Wanted Tour, a project of the National Association of Manufacturers and the Manufacturing Institute, overcoming pandemic delays, made a historic impact on modern manufacturing perceptions. Spanning from October 2021, the tour made 20 stops, traveled over 25,000 miles and profoundly changed lives and career outlooks.

Why It Matters: This initiative wasn’t just about numbers but about creating a real shift in how manufacturing careers are viewed, particularly among the younger generation.

By the Numbers:

  • Parental perception of manufacturing careers rose from 27% to 40% (MI and Deloitte).
  • Over 1.5 million email signups from students and mentors, creating the largest network of its kind.
  • 13,000+ students, 3,800+ career mentors engaged.
  • 84% of participants reported improved views of manufacturing careers.
  • features 400,000+ job and training opportunities.
  • $5.6 million in positive earned media.

Notable Stops: From the Indy500 to the Dow Great Lakes Bay LPGA Tournament to the Circleville Pumpkin Show, the tour covered significant events and communities across the U.S.

Support: Iconic companies like Honda, Dow, Trane Technologies, Snap-on, Rockwell Automation, Stanley Black and Decker, Pfizer and Nephron Pharmaceuticals, among over 70 others, made this campaign possible.

The last word: “Every stop on the Creators Wanted Tour marked a step toward redefining modern manufacturing as a coveted career choice. Engaging with thousands of future creators, I saw firsthand the dynamic shift in their aspirations and attitudes toward the industry. We renewed the ‘dignity of manufacturing work’ and altered the trajectory of people’s lives,” says Chrys Kefalas, Managing Vice President of Brand Strategy at the NAM, who served as the chief architect and strategist for the Creators Wanted campaign.

What’s Next: The tour’s work continues online with an interactive game, career resources and job listings at, as well as through continued initiatives to build the workforce of the future at the Manufacturing Institute.