IET to challenge girls’ perception of engineering with social campaign
15 Feb 2017
The Institution of Engineering and Technology (IET) has brought in consumer PR agency Tin Man to deliver a social media campaign that will inspire children – particularly girls aged 9-12 – and inform parents about the engineering industry.
The year-long campaign will draw on and amplify the IET’s existing ‘Engineer a Better World’ programme, which encourages young people and their parents to nurture their curiosity and think differently about careers in engineering.
The agency has devised a predominantly social media and influencer-led campaign designed to challenge outdated perceptions that engineering is more suitable for boys and mainly about ‘fixing’ things.
Tin Man founder Mandy Sharp said girls often dismiss engineering as being a subject for "geeky boys" and not for them.
“Our campaign is designed to challenge this perception by showing [girls] that engineering is involved in every brand they engage with daily and can offer some of the most exciting careers available," Sharp said.
Currently, only about 10% of the engineering workforce is female, while just 3% of engineering apprenticeships are started by women.
Robert Beahan, IET head of communications, said: “We’re confident that this campaign will enable us to highlight the exciting, creative and rewarding jobs that engineering offers.”
