Non-profit leverages Hollywood/Boeing to attract engineers

LOS ANGELES: The Entertainment Industries Council is working on a campaign to encourage students to work in science, technology, and engineering, with help from Hollywood and Boeing.

LOS ANGELES: The Entertainment Industries Council is working on a campaign to encourage students to work in science, technology, and engineering, with help from Hollywood and Boeing.

The campaign is reaching out to parents, teachers, and students with a PSA featuring Pauley Perrette from CBS' NCIS. The video, which focuses on engineering, is being sent to organizations including the National Academy of Engineers, to provide visual content for their websites. The theme is "what would the world be like without engineers?"

Snippets from the video will be posted online and spread through Facebook, Twitter, and YouTube. There are plans to feature more celebrities and other industries in the coming months.

"Our mission and purpose is to bring the power and influence of the entertainment industries to these issues," said Brian Dyak, president, CEO, and co-founder of the Entertainment Industries Council. The health and social issues non-profit is known for working to accurately depict substance abuse and mental health in entertainment.

As part of the campaign, the council worked to get personal stories from Boeing engineers to provide to writers, producers, and directors, educating them about the career fields and informing their writing, storylines, and character development.

Karen Forte, director of communications, told PRWeek Boeing is interested in "trying to find creative ways to engage our youth."

"PR is directed at specifically promoting each discipline," Dyak said, "because that's how people relate to the industry." The campaign will also get away from the acronym STEM (science, technology, engineering, math) because its research found the public didn't know what it stood for.

The Entertainment Industries Council in-house team is handling PR and media relations around the campaign, which hasn't officially launched. It briefed broadcasters including BET, National Geographic Channel and TV shows from Fox about the plans at the National Cable and Telecommunications Association meeting in July.

This campaign will be promoted during the Council's PRISM Awards, which honor actors, movies and TV shows that accurately depict and bring attention to substance abuse and mental health issues. The show will air on September 18.

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