NEWS: Engineering says YES to cleaning its image

The Department of Trade and Industry and engineering industry heads are to launch a pounds 2 million campaign to change engineering’s ‘dirty overall ’ image.

The Department of Trade and Industry and engineering industry heads are

to launch a pounds 2 million campaign to change engineering’s ‘dirty

overall ’ image.



YES - the Year of Engineering Success - will run next year with the aim

of luring more students into the profession and celebrating existing

engineering achievements.



The programme’s press and PR manager Maggie Hillock, who joined this

month from Edinburgh agency MEA PR, is working with the consultant and

former British Aerospace communications chief Mike Hurd on a PR

strategy.



YES has raised around pounds 2 million from patrons like BT, British

Gas, BP, Nuclear Electric and the DTI to execute the PR drive, which may

include some advertising.



PR, design and advertising outfit The Turquoise Consultancy has been

hired to conduct attitude research among the target audiences who range

from schools teachers to government officials.



Turquoise, run by ex-Richmond Towers board director Pam Osbourne, will

present the survey results next month.



Hillock and Hurd then plan to visit industry bodies like The Engineering

Council, one of the scheme’s supporters, to give a preview of the 1997

campaign.



According to Hillock, YES is designed to illustrate the wide scope of

engineering ‘from plumbing to rocket science’.



‘There are myths we want to explode about engineering such as that it’s

a dirty and dangerous game,’ she added.



YES is also supported by the Institutes of: Civil, Electrical and

Mechanical Engineering.



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