The Association of Equipment Manufacturers (AEM) has launched ‘The Makers’, a new campaign spotlighting the men and women who make the equipment – in America – that builds, powers, and feeds the world.
The off-highway equipment manufacturers and suppliers association says that, as it continues to advocate for policies that will bolster domestic manufacturing, the campaign highlights the real stories of three of the 2.3 million Americans in the equipment manufacturing industry.
The campaign kicks off with a six-figure ad buy in Washington, D.C., calling on policymakers to recognise the economic impact of the industry and pass pro-manufacturing policies that will enable more equipment to be made in America.
Building on the AEM’s Behind Every Product campaign, The Makers tells the stories of Greg from Kinze in Williamsburg, Iowa, Sarah from Link-Belt Cranes in Lexington, Kentucky, and Stephanie from Gradall Industries in New Philadelphia, Ohio. Each video celebrates the pride, craftsmanship, and purpose that define equipment manufacturing, and the people whose hands and hearts that make it possible.
The series launches with a minute-long anthem video that weaves together the stories of Greg, Sarah, and Stephanie, showcasing the diverse backgrounds but shared values that unite America’s equipment manufacturing workers. Accompanying the anthem video are three short films that spotlight the individual stories of each manufacturing employee. Greg’s short film premiered on November 12, with the other two videos scheduled to launch in the coming weeks.
“AEM’s ‘The Makers’ video featuring Greg is a powerful reminder of the deep connection between farming and manufacturing,” said Kinze president Susanne Kinzebaw Veatch. “Greg’s story reflects the heart of Kinze – where many of our team members, like him, bring firsthand farming experience to the work they do every day. That connection ensures we build equipment that truly meets the needs of farmers.”
“We take great pride in being a mobile crane manufacturer to lift America’s economy both literally and figuratively,” said Melvin Porter, CEO and president, Link-Belt Cranes. “Every crane we design and manufacture represents the skill, innovation, and dedication of American workers. We proudly support AEM’s ‘The Makers’ campaign because it spotlights the people, the equipment, and the stories moving our nation forward.”
“For over 80 years, Gradall’s legacy as an American manufacturer has been built on the deep, generational loyalty of families like Stephanie’s,” said Mike Popovich, President of Gradall Industries. “Seeing three generations commit their careers here shows the powerful, personal connection between our company and our community.”
“There are millions of makers like Greg, Sarah, and Stephanie behind every tractor, crane, and excavator that maintain our nation’s infrastructure and help our farmers grow more food,” said Kip Eideberg, AEM’s Senior Vice President of Government and Industry Relations. “As policymakers in Washington discuss ways to revitalise 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. This campaign is a celebration of the people that make our industry strong, the communities they support, and the values they represent: hard work, ingenuity, and the belief that what you make matters.”
The Makers video series can be viewed here: https://www.youtube.com/playlist?list=PL_tVE87POI5DdS6EFXOaM59sUO36tjIGD
