Tin Man

Work

INSTITUTION OF ENGINEERING AND TECHNOLOGY - LIFE ON MARS

 
 

THE HEAD SCRATCHER

How can we best inspire children to consider a career in engineering and technology?

THE IDEA

Our creative campaign encouraged children to think differently, by making engineering and technology relevant to their everyday lives and interests. Partnering with kids’ classic, The Beano, we challenged kids to re-imagine how one of their favourite items could work in space. The winning design – a clarinet – was then shot into space, capturing some truly awe-inspiring video and photography content along the way. Omnibus research exploring how kids felt about space provided insight and context for two further news stories.

THE RESULTS

We not only generated mass awareness, but more importantly, our campaign resulted in attitudinal and behavioural change.

  • Over one in five 6-16 year olds saw the campaign

  • Consideration of a career in engineering leapt from 53%-64% – an increase of 11%

  • Massive, positive perception change:

    • Words to describe engineering: ‘creative’ jumped from 28% to 44%, ‘interesting’ rose from 35% to 45% and ‘exciting’ leapt from 19% to 27%

    • The perception of engineering being a job for both boys and girls increased from 77% to 83%

  • 85 pieces of quality coverage, including 15 nationals

  • 68k+ views on videos (Instagram and YouTube) and 4,386 engagements on influencer content – success which was generated by our partnering with YouTube stars and influencers popular amongst our target age group

  • 31,573,621 opportunities to see (OTS) campaign messaging

  • For every £1 spent, 531 people saw campaign messaging

 
 
 

FROM THE HEART

“It’s been great to work with Tin Man for another year on our Engineer a Better World campaign. This year’s activity around the Life on Mars competition really captured the imaginations of young people, getting them to think about engineering and technology in a fun and engaging way, as well as acknowledging the vital role it will play in the future – it was inspiring to see our competition winner’s idea come to life. To know that children thinking about careers in engineering and technology has increased since seeing our campaign is fantastic and shows why activity like this is so important.”

Rebecca Gillick, External Communications Manager at the IET

 
Mandy Sharp