THIS IS ENGINEERING TOOLKIT - January 2018 - Royal Academy of ...
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THIS IS ENGINEERING TOOLKIT January 2018
COntents
1.0 Introduction
2.0 Eight simple ways you can support the CAMPAIGN
3.0 Key messages
4.0 Digital tone of voice
5.0 The five protagonists
6.0 Campaign assets
6.1 Sample copy
6.2 Film assets
6.3 Social assets
6.4 Posters for schools
7.0 This is Engineering & the year of engineering
8.0 Contact us
9.0 Our partners
This is Engineering Toolkit 2018 Page 2
1.0 INTRODUCTION This is Engineering Toolkit 2018 Page 3
1.0
INTRODUCTION
Welcome to the
This is Engineering is a new,
multi-year campaign to change
the perception of engineering
among young people aged 13-18.
This Is Engineering
Engineering is an exciting, varied and
rewarding career, and yet the UK has a
shortage of young people applying for
engineering courses and engineering jobs.
One of the prime reasons for this shortage
campaign toolkit.
is that many people hold outdated views of
what engineering is, and what engineers do.
This is Engineering challenges those
misconceptions, by presenting a positive
image of modern engineering. Through real
young engineers it illustrates how engineering
is behind many of the things they are already
interested in –sport, fashion and tech for
example – and that they can follow what
they love into engineering, and in doing so
help shape the future.
This is Engineering is backed up by
advertising spend on social media, but
partners and supporters have an essential
role helping the materials reach a large
audience by sharing, endorsing and talking
about the campaign materials.
This is Engineering Toolkit 2018 Page 4
2.0 Eight simple ways you can support the campaign This is Engineering Toolkit 2018 Page 5
2.0 Eight simple ways you can support the campaign 1. 2. 3. 4. Follow the campaign on social Share the content from our Send a few launch tweets (you Embed our films on your media: social media accounts. can find examples on p16). website and social channels. www.twitter.com/thisiseng www.facebook.com/followwhatyoulove www.youtube.com/channel/ UCitVXroc17ELG5I35fckkyg 5. 6. 7. 8. Tell your staff about the Include our campaign hashtag Show our films Tell us if you come across any campaign and encourage them #thisisengineering whenever at your events. great stories, case studies to share campaign content you are sharing content that or engineering (you can find sample text for a will interest young people role-models. staff email on p17). aged 13-18. This is Engineering Toolkit 2018 Page 6
3.0 Key messages This is Engineering Toolkit 2018 Page 7
3.0
Key messages
Messages for young people 13-18 Messages for parents and teachers Messages for policy-makers
Whatever you are interested in, you can pursue Engineering is an essential part of our and business leaders
your passion through engineering. day to day lives and shapes the future.
Engineering is a major contributor to GDP,
Engineering careers are varied, creative and Engineering skills are in demand. employment and exports.
innovative with good opportunities, pay
Engineering careers offer young people Across the UK, many industries are suffering
and benefits.
a chance to follow what they love into an from a shortage of engineering talent, and a lack
Engineering is in everything – from film to exciting career that is well paid and varied, of diversity of engineers, which limits growth.
fashion, music to medicine, construction with opportunities to travel and work with
This is Engineering is a long-term effort to
to computing. people from all walks of life.
increase engineering talent by giving more
Engineers bring ideas to life, shape the future, Follow us on Twitter @ThisIsEng young people from all backgrounds the
and make a difference. They work on some of for more information. opportunity to explore how they can follow
the world’s biggest challenges. what they love into engineering.
Engineering careers offer interesting projects This is Engineering is a partner in the Year of
right from the start. Engineering. The two campaigns are working
together in 2018 to inspire the next generation
Engineers come from a variety of backgrounds, of engineers, raising public awareness about
and there are lots of different routes into engineering’s variety, appeal and impact.
engineering.
Follow us on Twitter @ThisIsEng
There has never been a better time to get for more information.
involved in engineering.
Follow us on Facebook and visit
www.ThisisEngineering.org.uk to find out more.
This is Engineering Toolkit 2018 Page 8
4.0 Digital tone of voice This is Engineering Toolkit 2018 Page 9
4.1
Digital tone of voice
Top tips
Tone of voice is an Tap into passions Be informative What to avoid
Discuss engineering through passions and Share useful content from other sources. Avoid the language of education,
important element in interests: Follow what you love into engineering. Only share the best content with your e.g. Learn more.
the success of any digital For example, don’t say: Charles’s engineering audience so that they come to trust you.
Avoid sounding like a recruitment agent keen
campaign. By speaking in degree allowed him to pursue his interest in sport.
Be powerful to get people on board.
Instead, say: Charles’s love of sport led him
a consistent voice, we give into engineering.
Use words and images that reinforce each other.
Don’t preach and don’t patronise. There is
If you say engineering is “big”, use an image that
our campaign personality no single right way to get into engineering.
Be succinct shows this.
and make our messages Boil down statements about engineering to Use the word passion sparingly. While many
Be inclusive
more effective. their fun and interesting essence, e.g. Daniela.
Our campaign is for everyone. All careers and
young people have passions, others don’t
Wonder Maker. Helping designers dream big. and shouldn’t feel that a burning passion is a
all members of the community are equal.
Initially, when engaging with the audience, prerequisite for studying engineering.
don’t overwhelm them with technical details. Be surprising
Don’t repeat topics too often; variety is
Challenge assumptions about engineering with
Break long content down with short essential on social media.
Inclusive. paragraphs, sub-headings and bullet points.
Pull out eyecatching stats and quotes.
language. Imply huge breadth, e.g. From fashion
to festivals, from space to sport, engineering’s
at the heart of what you love.
Don’t make spelling mistakes.
Surprising. Break up with images. Don’t ignore your audience. If someone
engages you, engage them back.
Be warm
Informative. 13 to 18 year olds should be engaged through Avoid technical and scientific terms; instead,
positive, encouraging and accessible language. use wording that resonates with our target
Use a warm tone and a conversational style in audience. In longer copy, technical terms, e.g.
order to resonate with your audience. biomechatronics, can be referred to, provided
they are clearly outlined in everyday language
(look at the Science section on the Wired
website; you don’t need an MSc to
engage with it).
This is Engineering Toolkit 2018 Page 104.2
Example posts
Inclusive Surprising Informative
This is Engineering This is Engineering This is Engineering
10:23 30 January 2018 10:23 30 January 2018 10:23 30 January 2018
Engineering is in everything – even catwalks. Check out Pavlina’s Being an Engineer lets you do what you love. From sports and Civil engineers have been involved in designing some of the
story where she took her passion for fashion and turned it into fashion through to technology and space exploration, find out world’s most awesome structures. Here’s to the Institution of
an awesome career in stage lighting design and engineering. more about how you can make a career out of your passion. Civil Engineers who are celebrating 200 years! Keep on building
#ThisisEngineering [link] #ThisisEngineering and innovating! #ThisisEngineering
This is Engineering Toolkit 2018 Page 115.0 The five protagonists This is Engineering Toolkit 2018 Page 12
5.0
The five protagonists
Pavlina Akritas @pakritas Charles Burr @charlesbburr
Art, fashion and a creative spirit encouraged Charles’s love of sport led him into
Pavlina to take an engineering degree. engineering. His training app allows
Equipped with an artist’s eye and an professional boxers to track the speed and
engineer’s knowledge and skills, she now technique of every punch and block, helping
lights up events, exhibitions and fashion to create tomorrow’s champions.
shows.
Chris Caulcrick @caulcrick Vinita Madill @rocket_woman1
Gadgets and gizmos are what first attracted Vinita’s interest in space led her into
Chris to engineering. Now, his job allows him engineering and then to the European Space
to make a real difference to people’s lives Agency. Whether it’s making spacesuits
through wearable robots and prosthetic limbs. smarter, or prepping for moon landings, every
day brings something new.
Daniela Paredes @danielaprds
For Daniela, it was imagination and a love of
design that brought her to engineering. Now,
her 3D creation software makes it easy for
people to transform bold ideas into reality.
This is Engineering Toolkit 2018 Page 136.0 Campaign assets This is Engineering Toolkit 2018 Page 14
6.0
Campaign assets
The assets in this toolkit have
been designed for supporters
to share using their internal and
external channels.
The assets include:
Campaign copy
Films
Social assets
Posters for schools
This is Engineering Toolkit 2018 Page 156.1
Sample copy for tweets
@ThisIsEng Amazing stories of real engineers following what they love -
#ThisIsEngineering @ThisIsEng launches today! http://bit.ly/2FRBJXh #ThisIsEngineering #YoE
Please support the campaign by
Let’s inspire the next generation to follow what they love into engineering –
following @ThisIsEng on Twitter @ThisIsEng launches this week! http://bit.ly/2FRBJXh #ThisIsEngineering #YoE
and sharing updates using
#ThisIsEngineering. We’d be very Design, fashion, space, sport, tech - engineers make it all happen. Meet five engineers
grateful if you could share news doing what they love. http://bit.ly/2FRBJXh #ThisIsEngineering #YoE
of the campaign and account
with your contacts, too – these Young people don’t have to choose between their passions and a career. Follow what you
suggested tweets may be helpful. love into engineering. http://bit.ly/2FRBJXh #ThisIsEngineering #YoE
This is Engineering Toolkit 2018 Page 166.1 Sample copy for an all-staff email This is Engineering is a new multi-year campaign led by the Royal Academy of Engineering in partnership with eleven major engineering organisations. XXX is proud to be (an official partner/an official sponsor/a supporter) of this campaign. The campaign will change the perception of engineering amongst young people aged 13-18 through a national advertising campaign on the social media platforms they use everyday. Engineering is an exciting, varied and rewarding career, and yet the UK has a shortage of young people applying for engineering courses and engineering jobs. One of the prime reasons for this shortage is that many people hold outdated views of what engineering is, and what engineers do. This is Engineering challenges those misconceptions, by presenting a positive image of modern engineering. Through real young engineers it illustrates how engineering is behind many of the things they are already interested in – sport, fashion and tech for example – and that they can follow what they love into engineering, and in doing so help shape the future. This is Engineering is a key partner in HM Government’s Year of Engineering, which was launched on 15 January. Together the two campaigns will help inspire the next generation of engineers, raising public awareness about engineering’s variety, appeal and impact. At the heart of This is Engineering are five 40 second videos, each of which profiles a young engineer who is doing something remarkable. Watch Pavlina, Chris, Vinita, Charles and Daniella and be inspired by the power and potential of engineering! To see the campaign films and images visit: www.thisisengineering.org.uk and follow the campaign on Twitter at @thisiseng. Please help the campaign by sharing and posting campaign content, and lets help change perceptions of engineering! This is Engineering Toolkit 2018 Page 17
6.2 Film assets All campaign film assets are hosted 30 second compilation film 90 second compilation film on YouTube. We’d encourage you to https://youtu.be/qAySIUiyEWk https://youtu.be/DSOgzEhLz1k link to them via the links shown. Please feel free to embed the videos into your 5 x individual films 5 x cast interviews own web pages – you can find HTML code to do this by clicking the ‘Share’ button beneath length 40 seconds lengths 120-180 seconds any video and then ‘Embed’. This shows you a Charles - https://youtu.be/Oskz3QFFAvY Charles - https://youtu.be/LA512wFqhyw snippet of code - paste this into the HTML of a page on your site in order to embed the video Chris - https://youtu.be/B9Ka0HgNH3c Chris - https://youtu.be/DlwHeT-Cutk there. Daniela - https://youtu.be/fYNbI6BY_mk Daniela - https://youtu.be/AzQPNCNNmjI If you require a copy of videos to play offline Pavlina - https://youtu.be/4CvzyrbftrQ Pavlina - https://youtu.be/sl3IiVL2hTE please contact us. Vinita - https://youtu.be/yjJz1yYnHMM Vinita - https://youtu.be/nC6SN1siRWU This is Engineering Toolkit 2018 Page 18
6.3 These images are all available to be
downloaded. Click the link below.
Social assets VISIT OUR IMAGE LIBRARY
Protagonist images
These images are
available for you to
download to help you
produce exciting social
media content about
the campaign.
Key visuals
This is Engineering Toolkit 2018 Page 196.4
Posters for schools
Our posters have been developed
in partnership with Tomorrow’s
Engineers and will be launched at
the Big Bang Fair in Birmingham on
the 14th March 2018.
Photo: Joe Green, Arcadia Spider
Schools can order copies of these
posters from March 2018
using this link:
www.tomorrowsengineers.org.uk/
careers-resources-activities/order-
printed-careers-resources/
This is Engineering Toolkit 2018 Page 207.0 This is Engineering and The Year of Engineering This is Engineering Toolkit 2018 Page 1
7.0 This is Engineering & the Year of Engineering The Year of Engineering is an HM Government campaign focussed on developing direct and inspiring experiences of engineering for at least a million young people in the UK. Activity is focused around a calendar of events, public relations and digital activity, unified under the Year of Engineering brand, which encourages young people – particularly 7-11 year olds – and their parents and teachers to take a closer look at engineering. This is Engineering is playing an active role in the Year of Engineering with national advertising and engaging digital content that is targeted at the older age range of 13-18 year olds and their influencers. Together, the campaigns will give our audiences multiple opportunities to experience positive and unified messages about engineering, improving their awareness and attitudes and encouraging them to find out more about engineering careers, via the Tomorrow’s Engineers website. For more information on the Year of Engineering, contact: yearofengineering@dft.gsi.gov.uk This is Engineering Toolkit 2018 Page 2
8.0 Contact This is Engineering Toolkit 2018 Page 3
8.0 Contact We would love to hear how you are using our campaign materials. If you would like to tell us about things you are doing that might be relevant to the campaign... If you want to suggest new ways in which the campaign can change perceptions about engineering... If you would like copies of the films for an event... If you are interested in becoming an official campaign partner... contact@thisisengineering.org.uk This is Engineering Toolkit 2018 Page 4
The Royal Academy of Engineering would like to acknowledge and thank This is Engineering partners. Strategic Partner EngineeringUK Founding Principal Partners BAE Systems National Grid Principal Partners Anglo American BP Centrica Rolls-Royce Shell UK Siemens Sponsors Mott MacDonald WSP Global
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