ENGINEERING IN FOCUS
target audience. For example, in the first cohort we have featured a young man whose research helps develop exoskeletons to support stroke rehabilitation; another ‘protagonist’ has developed a successful company based around an ‘app’ that sportspeople can use to improve their performance.” She added: “In the current cohort we’ve had a lady who works on special effects for Hollywood ‘blockbusters’; so much of what is done there is done by engineers.” I wondered how the RAE had identified the ‘protagonists’ (its own term) that feature in the videos. Dr Sillem explained: “We extensively trawled our networks – including the professional engineering institutions, companies that support us, and our own grant-holders and awardees, and then did casting calls with people who were ‘vetted’ by the creative agency that we developed the films with. We also had ‘passion points’ – one of the principles behind the campaign, and indeed the findings of the research, was the importance of not just telling your story in an engaging way, but also thinking about young people’s existing passions, and showing them that engineering is a way to pursue what they already love as a career. It is also key to utilise the channels that they already use.”
Diversity
Dr Sillem explained that the ‘cast’ that the team engaged needed to represent the full diversity of engineering. She expanded: “We want to show vocational routes as much as academic ones, and the different faces and accents of engineers – people from different backgrounds from across the UK.” The RAE has 12 ‘protagonists’ featuring in the ‘This is
Engineering students from underrepresented groups at a Graduate Engineering Engagement Programme event.
Engineering’ videos to date, and is now casting for ‘Season 3’. Dr Sillem said: “The first season of videos – which vary considerably in length and ‘style’ – was promoted intensively for 15 weeks, during which the videos were viewed some 16 million times. In the first three weeks of Season 2, we had four million ‘hits’.” I asked how the Academy was spreading word of the videos. Hayaatun Sillem said: “Via direct promotion on social media; we are using targeted advertising to reach young people. We can thus prove we are reaching a gender-balanced audience; we know that 90 per cent of the views are from our target age range, and in the second and third seasons we want to build organic growth around that. This will involve engaging with professional
engineering institutions, industry, and younger people – through our own networks of grant-holders, through schools, and through other partner organisations that promote engineering to young people. These are fantastic videos. I would challenge anyone to watch them and not feel a little buzz of excitement around engineering.”
A ‘great snapshot’
Dr Sillem added: “If, as an engineer, you are going into a school to talk about engineering, why not consider starting your presentation with one of the videos? It’s a great snapshot of what engineering is.” The Academy’s market research had shown that among the target group, the videos were getting very high levels of
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APPROVED CENTRE
January 2019 Health Estate Journal 37
The Royal Academy of Engineering
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