Influencer showcase: Harry Potter and GBBO used to get children into engineering

With a national shortage of engineers and a lack of women entering the sector, the Institution of Engineering and Technology brought in Tin Man to promote engineering to a new generation.

The aim was to engage children aged 8-16, encourage them to consider careers in engineering, and change perceptions that it is a job for boys and not girls.

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A digital and social media campaign was informed by focus group research that identified popular interests such as theme parks, chocolate and Harry Potter.

A series of short films on YouTube went behind the scenes at popular brands to speak to young engineers at The Warner Bros. Studio Tour London – The Making of Harry Potter, Chessington World of Adventures, Fun Kids Radio, Shazam and Twitter.

IET Film 2-11-17 - montage of vlogger videos from Tin Man on Vimeo

And a partnership in Mondelez, owner of brands such as Cadbury and Maynards Bassetts, resulted in a national competition to ‘engineer a chocolate bar of the future’ - with Great British Bake Off finalist and engineer Andrew Smyth as its ambassador.

Andrew Smyth with one of the budding chocolate bar inventors

The campaign resulted in  61,000 views of the YouTube videos, with 24 per cent engagement and a social reach of 690,000.

In addition, there were more than 550 pieces of coverage, including 33 national press articles.

Research conducted before and after the nine month campaign showed the percentage of young people considering engineering as a future career more than doubled - going from 31 per cent to 78 per cent - and those seeing engineering as a career more suited to boys fell from 52 per cent to 19 per cent.

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