The B1M and Procore highlight the power of construction in new London Underground campaign

The B1M and Procore have launched a new campaign across the London Underground highlighting one of construction’s most impressive mega-builds.

The International Thermonuclear Experimental Reactor (ITER) is celebrated as “the ultimate construction project” with the extraordinary scale and collaboration behind the scheme picked-out.

Some 35 nations are coming together to construct what will be the world’s largest nuclear fusion reactor on a site in southern France that’s almost the size of Monaco. The reactor’s assembly demands an extraordinary international partnership as scientists and construction teams attempt to break new engineering frontiers.

The project is featured in a special documentary produced by The B1M, Procore and ITER in September this year.

Above: The campaign at London’s Victoria Underground station. Below: The campaign creative.

The high-impact London Underground campaign is running at sites across Zone 1 in early December 2024, including Waterloo, Victoria and King’s Cross St Pancras.

Commenting on the campaign going live, The B1M’s founder Fred Mills said:

“To lift up amazing construction stories like this and put them on a platform for the world to see is fantastic. We need more people to recognise the remarkable impact of our industry, especially in the face of a skills crisis and at a time when we need to be doing more to attract the best talent.”

Above: Inside the ITER assembly hall in France. Image: ITER.

The B1M and Procore are passionate about supporting and helping to advance the construction industry. In 2023, the organisations teamed-up and launched Get Construction Talking, a global initiative that’s raising awareness of mental health in construction and supporting charities in the space.

Since its founding, Get Construction Talking has held events across three continents, produced a video series, activated in New York’s Times Square and raised more than $140,000 for construction’s leading mental health charities worldwide to date.

Above: The B1M and Procore's Get Construction Talking event in Australia took place opposite Sydney Opera House.

The latest London Underground campaign launch comes amid a period of very strong performance for The B1M. In the past 12 months the publisher has grown its revenue, increased profitability, expanded its team, hosted events in Sydney and New York and seen solid audience growth across its video and podcasting activities. 

The B1M was recently named IBP Media Brand of the Year 2024.