WOMEN IN ENGINEERING
On a one project basis only, I worked at TBWA on a university initiative to get more women into what's always been a male dominated industry, engineering. The client was UNSW, with the support of Engineers Australia and 7 other major Australian uni's (Sydney, Monash, UOW, UTS, Deakin, etc.).
Currently 15% of engineers are women, and 18% of engineering university students are women - creating a massive divide between the genders based on outdated stereotypes of 'what an engineer is'.
Engage women considering university degrees (15-18 years old) with the smarts in maths & science who should be considering engineering as an option, and get them to consider a career in it.
Speak to them in a truly relevant way, through a film clip for the latest release of a DJ duo that resonates perfectly with this audience - The Nervo Twins. With 4M Facebook and 1.3M Instagram followers, but more importantly a background in engineering themselves, they were the perfect voice for this campaign.
The most powerful campaigns are purpose led, stand for social change, and take over 1.5 years + 3,700 emails to get out into the world.