I Make America, the national grassroots program of the Association of Equipment Manufacturers (AEM), today announced the launch of a new campaign featuring Mike Rowe, longtime advocate for skilled trades and founder of the mikeroweWORKS Foundation, to spotlight the men and women of the equipment manufacturing industry and promote 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. 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’s Senior Vice President of Government and Industry Relations. “By joining forces with the mikeroweWORKS Foundation, we are putting a trusted national voice behind our effort to champion the 2.2 million men and women of the equipment manufacturing industry, challenge outdated perceptions, and inspire more people to build their futures with these family-sustaining careers.”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 and the broader U.S. economy.
“Fifteen years ago, I was honored to help introduce the I Make America campaign, and today, I’m honored once again to highlight hundreds of thousands of essential jobs in the manufacturing sector, along with the hardworking, highly skilled Americans who fill them,” said Mike Rowe. “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."
The campaign will continue through the 2026 leg of the AEM Manufacturing Express, which kicks off on September 1. During the month-long tour, Mike Rowe’s message will be shared with manufacturing employees at facilities across the Northeast.
Watch the campaign video here.
