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TechForce launches ‘Grab the Wheel’ campaign for Labor Day

To inspire the next generation of technicians, this campaign targets students aged 13-24 who are still considering career choices

Phoenix—As Labor Day approaches, honoring the perseverance and dedication of workers, TechForce Foundation initiates the “Grab the Wheel” campaign, an effort to help young people find a technical education and career that fits.

“Too many students are being forced down the 4-year university path, which may not be the best fit for them,” said Jennifer Maher, CEO of TechForce Foundation, a national nonprofit 501(c)(3). “For those who love problem solving, working with their hands, and the rising technology enveloping the transportation sector today, a technical education and skilled technician career can be wonderfully rewarding.” 

With an objective to inspire the next generation of technicians, this campaign targets students aged 13-24 who are still considering career choices.

“They’re looking for options, freedom and a chance to design their lives the way they’re wired to work,” said Angie Babin, chair of the TechForce Foundation Board of Directors. “These young individuals are at a pivotal stage, eager to identify a path that merges their personal inclinations with prosperous futures. That’s why we’re encouraging them to “Grab the Wheel,” explore their options, and consider the tech profession.”

Maher added, “It’s about helping them connect their unique strengths and passions to meaningful work that makes them happy and fulfilled. GenZ’s motto is “You Be You,” and we agree. If you don’t want to sit at a desk the rest of your life, sign up for 4-more years of academia, or just love engines and making things work, you can go further, faster with a tech career.”

The campaign will have its presence felt all year, with launch efforts coinciding with Labor Day. The ambition: Welcome one million new entry-level technicians over the next 5 years to meet a workforce demand.

Whether students are excited by auto, collision, aviation, diesel, EV, motorsports or welding, techs are in high-demand across all sectors.

“Labor Day is a stark reminder of the essential role technicians play. If your car started today, thank a tech. If your airplane arrived safely, thank a tech. These are the individuals who ensure continuity in our everyday lives. By rallying together, we can ensure a future where technology and transport remain resilient,” said Maher.

TechForce Foundation calls on everyone to help amplify the message on Labor Day, Sept. 4, by using social media channels to like, comment or share “Grab the Wheel” content, ensuring the essence of the campaign reaches its intended audience.

To learn more about the “Grab the Wheel” campaign or to donate to TechForce’s charitable mission, visit

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