Business coalition to use fashion and music to promote engineering

A UK-wide engineering consortium has brought in agency help as it aims to use fashion and music to spark an interest in the industry among youngsters.

Engineering: trying to engage youngsters

A group which includes Engineering UK, BAE Systems and the Department for Business, Innovation and Skills (BIS) has appointed Claremont PR and Tribe PR to promote Tomorrow’s Engineers Week.

Tomorrow’s Engineers is led by EngineeringUK and the Royal Academy of Engineering, with support from other organisations.

The work, won via a competitive pitch process, will focus on the lead-up to November’s inaugural event and aims to change perceptions of engineering among young people, their parents and teachers.

The campaign will look to challenge outdated negative perceptions about engineering careers, particularly among women, and demonstrate the relevance of engineering to young people’s everyday lives.

Simon Francis, director at Claremont, said: "Perceptions of engineering often focus on things like building bridges, which is important but we want to move on from that."  

"We want to focus on young people’s interests and make it more relevant to their everyday lives, which means developing an emphasis on things like the role of engineering in fashion, music, sports and computer gaming."

Tomorrow’s Engineers week runs from 4-8 November and works with businesses, not for profit organizations and charities.  

Involving schools across the UK, it is made up of a range of initiatives including workshops and industry visits. 

Pointing to Engineering UK figures which estimate 2.74m job openings in the sector between 2010 and 2020, Francis added: "There are vacancies that need to be filled, and if the country is going to thrive engineering will have a big part to play. We need to see new people coming in with new ideas and driving the industry forward."

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