The U.S. Office of the Assistant Secretary for Industrial Base Policy, a division of the Department of War has launched a new initiative called Build Freedom, designed to promote skilled trades in the U.S., particularly those related to defense-related manufacturing.  

A campaign promoting the initiative was developed with Dallas-based agency TRG and debuts this week in Texas, Michigan, and Pennsylvania, with more states to follow later in the year. TRG’s remit includes creative, media strategy, and branding efforts. 

The launch is timed to the country’s celebration of its 250th anniversary this weekend. 

According to the agency, the initiative will provide opportunities for people to get skilled-trades training and connect young Americans interested in learning a trade by providing scholarships, apprenticeships, training opportunities, and job postings through Build Freedom’s newly launched website, BuildFreedom.US. 

Build Freedom has joined with Mike Rowe, founder of the mikeroweWORKS Foundation and host of the hit reality-TV series Dirty Jobs. Rowe has spent almost two decades as a leading advocate for the skilled trades. 

 “Right now, there’s a massive shortage of skilled tradespeople in our country,” stated Rowe. “For every five skilled tradespeople who retire, only two are entering the workforce to replace them. That gap is widening, and it’s affecting our country’s ability to build ships, aircraft, vehicles, defense systems, and energy infrastructure. It’s also making it hard for the average American to find a plumber or an electrician.” 

Added Rowe: “Build Freedom is a national effort to reinvigorate the skilled trades by shining a light on hundreds of thousands of AI-proof, six-figure jobs currently open in the defense industrial base. My foundation is pleased to offer scholarships for these essential jobs.” 

As part of the partnership, the Office of Defense Industrial Base Policy announced a $10 million grant to the mikeroweWORKS Foundation and its Work Ethic Scholarship Program. To date, the program has awarded over $16 million in scholarships and helped launch thousands of careers in the skilled trades.