IET briefs Tin Man to “excite youngsters” about engineering

One of the world’s largest engineering institutions, the Institution of Engineering and Technology (IET), has handed a UK PR brief to creative comms agency Tin Man, following a four-way pitch.

Tin Man has been briefed to devise a year-long campaign that will inform and inspire parents and children – particularly girls aged nine to 12 – about engineering, as well promote IET’s existing ‘Engineer a Better World’ programme.

The agency has devised a predominantly social media and influencer-led campaign that is specifically targeted to engage this audience and “challenge outdated perceptions” that engineering is more suitable for boys and mainly about ‘fixing’ things.

Tin Man’s comms approach aims to showcase that engineering is all around us and can offer exciting, creative and diverse career opportunities.

Robert Beahan, external comms manager at IET, said: “We were looking for an agency who could offer a fresh and creative communications approach that would help us connect with the teenage audience who may have preconceived ideas about engineering.

“We’re confident that this campaign will enable us to highlight the exciting, creative and rewarding jobs that engineering offers.”

Mandy Sharp, Tin Man founder, added: “Engineering is a misunderstood subject among teens. Girls often tend to dismiss it from their career options as being a subject for geeky boys and not for them.

“Our campaign is designed to challenge this perception by showing them that engineering is involved in every brand they engage with daily and can offer some of the most exciting careers available. We are focusing on influencers and digitally-led creative ideas to make sure we reach the right touch points for this audience.”