The Royal Academy of Engineering
To change the perceptions of engineering, and encourage more people to consider it as a career option, we worked with the Royal of Academy of Engineering to launch the first This is Engineering Day on 6th November, as part of Tomorrow’s Engineers Week.
We got Imperial College London on board to train an AI algorithm on online image search results for ‘engineer’ to generate images of what it learned a typical engineer looked like – which was revealed as a white man wearing a hard hat. An outdated stereotype that is putting young people off wanting to pursue a career in engineering.
In response, nearly 150 major consumer brands and leading businesses including Ocado, Google, Facebook, Heathrow and Virgin Media joined forces to change the face of engineering, and signed a pledge to address the misrepresentation of engineers and engineering online and in popular culture.
We managed to catch the attention of many journalists and secured 148 pieces of press and broadcast coverage around the story including BBC News, ITV News, Newsround, Daily Telegraph, Metro, The Sun, The Times, Cosmo and Yahoo. To name only a few highlights!
Not only was the campaign a hit was press, but it went down a storm on social media too with celebrities including Lewis Hamilton, Tim Peake and Konnie Huq posting about This is Engineering Day with the total reach across Instagram, Facebook & Twitter being an impressive 11,857,201.
This is Engineering Day was taken offline too. We worked with our supporters including Amazon to host a special This is Engineering Day takeover of its Rugelely Fulfilment Centre, which was attended by 30 schoolchildren, as well as reprogramming Alexa to answer questions about engineers and engineering.
All in all, a big success.
Bring on This is Engineering Day 2020!