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Construction professions set for rebranding

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CABE has called for the 'built environment professions' to be 'rebranded' to make them more attractive to Britain's youth.

The agency has warned that unless more university applicants are attracted into the professions - architecture, planning and surveying - the government will fail to meet its targets in the Communities Plan.

CABE's director of learning and planning, Chris Murray, said it was essential for the construction industry that schoolchildren and students are attracted to these jobs.

'People are simply not joining these professions and we need to ask why, ' Murray said.

'We need to try to make youngsters enthusiastic about getting involved.'

He added: 'I would like there to be a much stronger connection in people's heads between vibrant urban environments and these professions.'

Murray said that CABE was not prepared to 'turn itself into a marketing consultancy', but he insisted that something needed to be done quickly if the government wanted to make a success of its plan. 'This is a once in a generation chance, ' he stressed.

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