This is Engineering

Royal Academy of Engineering


The UK has long faced an engineering skills and diversity crisis that threatens social and economic growth. In spite of being an essential part of our lives and critical to our future, we face a shortfall of 59,000 engineers annually, and are losing potential innovators even before they finish school.

It’s a complex problem, but a big barrier to uptake is narrow and out-of-date perceptions. Existing STEM engagement initiatives - 600+ of them - had not had enough of an impact on supply, so it was clear that it was time to try something different, and to work collectively as a profession to increase the appeal of engineering to young people.

In a completely new approach for the profession, the Royal Academy of Engineering (RAEng) in collaboration with EngineeringUK launched its first ever digital-first campaign targeted at teenagers.

‘This Is Engineering’ is a unique creative response to tackling narrow perceptions and the shortage by reframing engineering for teenagers as relevant to what interests them now.

The result is a campaign that reached 11.5m and increased consideration by 41%. Encouragingly, increase in consideration was greatest among the under-represented, at 75% among females and 62% among black, Asian and minority ethnic students.

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