AIR engaged in an evaluation of non-traditional occupations (NTOs) for women. The purpose of the NTO study was to: (1) identify barriers to NTOs and promising strategies for addressing those barriers, (2) design and implement a demonstration of a promising strategy, and (3) evaluate the effectiveness of the strategy implemented under the demonstration. The research team initiated a randomized-control trial (RCT), in which a treatment group received gender-themed recruitment content designed to increase awareness of NTOs among women and to address misperceptions women may have about NTOs and a control group received non-themed, generic recruitment content.