I Make America, the national grassroots program of the Association of Equipment Manufacturers (AEM), announced the launch of a new campaign featuring Mike Rowe.
Rowe is a longtime advocate for skilled trades and founder of the mikeroweWORKS Foundation, which spotlights the men and women of the equipment manufacturing industry and promotes rewarding careers in modern manufacturing.
The campaign is anchored by a workforce-focused commercial that celebrates the people who build, power and feed America while highlighting the opportunities available across the skilled trades and manufacturing, according to I Make America. The commercial will run for three months across social media, digital video and connected television.
"Manufacturing workers are helping build the future of this country, but too many people still do not understand the scale of our industry or the career opportunities it provides," said Kip Eideberg, AEM senior vice president of government and industry relations. "By joining forces with the mikeroweWORKS Foundation, we are challenging outdated perceptions and inspiring more people to build their futures with these family-sustaining careers."
Mike Rowe filmed the campaign during an appearance with the AEM Manufacturing Express at ConExpo-Con/AGG, where he joined AEM leaders and equipment manufacturing workers to discuss the importance of skilled work, career and technical education and the role manufacturers play in strengthening local communities.
"Campaigns like these are essential to closing America's skills gap, by showing the next generation of skilled workers just how much opportunity is out there," said Rowe.
The campaign will run through the 2026 leg of the AEM Manufacturing Express tour, which kicks off on Sept. 1, 2026.
Watch the campaign video here.
