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
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
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
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