Direct Line Group appoints new agency for campaign to drive diversity in engineering

Direct Line Group has appointed Tin Man for a campaign to steer more girls and people from minority groups into mechanical engineering and the automotive sector.

Direct Line wants to attract more talent into mechanical engineering
Direct Line wants to attract more talent into mechanical engineering

Tin Man will roll out communications over an initial three-month period with a PR programme targeting young people and parents.

The campaign aims to showcase engineering opportunities in the industry and highlight Direct Line Group’s expertise in future car technology.

"We know engineering is a misunderstood industry, particularly with teenage girls and minority groups," Tin Man founder Mandy Sharp said.

"Our campaign is designed to showcase the unexpected and exciting side to mechanical engineering and prompt a gear shift within the target groups, while driving graduate scheme applications."

Direct Line senior manager of corporate and financial affairs Jade Trimbee said: "We were looking for an agency that could offer a fresh and creative communications approach to help us connect with teenagers and those thinking about their future career path.

"We’re confident this campaign will enable us to highlight the futuristic direction this industry is headed in and the exciting job opportunities available."

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