WASHINGTON, D.C. — The Association of Equipment Manufacturers (AEM) has launched a new campaign, “The Makers,” to shine a light on the 2.3 million Americans who design and build the equipment that constructs, powers, and feeds the world.
The campaign features the personal stories of three equipment manufacturing employees—Greg from Kinze in Williamsburg, Iowa; Sarah from Link-Belt Cranes in Lexington, Kentucky; and Stephanie from Gradall Industries in New Philadelphia, Ohio. The initiative emphasizes the pride, craftsmanship, and purpose that define the industry.
The “The Makers” campaign builds on the success of AEM’s “Behind Every Product” effort and is intended to advocate for policies that will strengthen domestic manufacturing.
AEM launched the campaign with a six-figure ad buy in Washington, D.C., urging policymakers to recognize the industry’s substantial economic impact and enact legislation that promotes greater domestic equipment production.
Kip Eideberg, AEM’s Senior Vice President of Government and Industry Relations, stressed the campaign’s importance. “As policymakers in Washington discuss ways to revitalize American manufacturing, it is important to address misconceptions about the industry and demonstrate why it is important to create – and fill – more manufacturing jobs in America,” he said. “This campaign is a celebration of the people that make our industry strong… and the belief that what you make matters.”
The campaign launched with a minute-long anthem video weaving together the stories of the three featured workers, highlighting their diverse backgrounds but shared commitment to American manufacturing values.
Accompanying the anthem are short films focusing on the individual stories of each employee. Greg’s film, which details his connection to farming and manufacturing at Kinze, launched today, with Sarah and Stephanie’s videos set to debut in the coming weeks.
Industry leaders praised the campaign:
- Susanne Kinzebaw Veatch, President of Kinze, noted the deep connection between farming and manufacturing, saying Greg’s story “reflects the heart of Kinze – where many of our team members… bring firsthand farming experience to the work they do every day.”
- Melvin Porter, CEO and President of Link-Belt Cranes, emphasized the company’s role in “lift[ing] America’s economy both literally and figuratively” and stressed the need to empower workers through “sound manufacturing and infrastructure policies.”
- Mike Popovich, President of Gradall Industries, spoke to the generational loyalty of families like Stephanie’s, which has helped build Gradall’s 80-year American legacy. He stated this dedication is “what enables us to design and deliver world-class equipment that helps communities everywhere function and grow.”
The AEM invites the public to watch “The Makers” video series and learn more about the equipment manufacturing workforce.
