january 31, 2013 committee on public understanding of engineering messages. 2008. changing the...

January 31, 2013

Committee on Public Understanding of Engineering Messages. 2008. Changing the Conversation: Messages for Improving Public Understanding of Engineering. National Academy of Engineering. Washington, D.C.:

National Academies Press.

Engineers: It’s Time to Change How We Promote the Profession

Housekeeping

• The webinar will use Voice Over Internet. You can see and hear the presentation through your computer.

• If the sound quality is not good, a teleconference line is available:

Phone #: (415) 655-0052Code: 445-894-150Audio Pin: Shown after joining the webinar

• The recorded webinar and slides will be posted on IEEE-USA’s website. The link will be emailed to you.

• Survey following the webinar—please respond!

Asking Questions

How to ask a question• Participant microphones are muted for webinar quality.• Type your question in the “Question” space in the webinar control panel.• Q&A session is at the end of the presentation.

PollQuestion

How familiar are you with Changing the Conversation?

Introduction

Chris McManes

Introduction

Thea Sahr

• Session Goals• Public Understanding of Engineering• The Issues• Changes We Can Make

Agenda

We need to change how we present engineering

1.How we talk about engineering

2.How we showcase engineering (pictures & visuals)

3.Add messages and context to engineering outreach and education

4.We need you to join us in making this change.

Here is why….

Session Goals

Public Understanding

Words associated with engineering

• Engineering is for people who LOVE both math and science.•41% of teens associate the word difficult with engineering.• Many don’t know what it is.• Only 28% have even considered it.

“Someone who excels in math and science.... Someone who is motivated, dedicated, and who doesn’t mind sitting in a cubicle all day.”

Findings from Extraordinary Women Engineers Report. 4/2005 and Intel’s Survey of Teens, 12/2011.

What do teens think about engineering?

Public Understanding

2012 ASQ Harris Interactive Poll

Students who are interested:

•25% worry grades in math and science not good enough.

•25% say STEM careers involve too much work.

Public Understanding

The Employment and Competitiveness Problem

• Looming retirement bubble.

• Need for ‘home grown’ workers.

• Overall production of U.S. engineers compared with competitor nations/regions.

• Attrition out of engineering programs.

• Need more diversity—women and under-represented groups.

The Issues

The Issues

• Sustaining the capacity for technological innovation.

• Improving citizen technological literacy.

• Attracting young people to careers in engineering (and science).

Why Public Understanding Matters

Engineers solve problems using math and science.

Common Images and Standard Definition

How did we get here?

• Engineering is stressful and challenging

• They stress the importance of SUPERIOR math and science abilities

“It’s not easy—but if you’re the type who when faced with a problem some would call impossible is even more driven to move mountains to find a solution, then you might have it in you to be an engineer.”

What engineers tell young people

Findings from Extraordinary Women Engineers Report. April 2005.

How did we get here?

Enjoyable“How happy I will be—what’s the point of doing anything you don’t like?”

To make a difference “That I would make a difference in some way, you know, make my mark on the world.”

Income“As shallow as it sounds, money is the one thing I have to consider when I’m choosing a job. I’m not going to do something that I know can’t help me pay bills.”

Flexibility“My career can’t consume all of my time…I need free time to do a lot of other things…before I die.”

What kids want in a career

Findings from Extraordinary Women Engineers Report. April 2005.

How did we get here?

Disconnect

How did we get here?

Change what we say about engineering

What can we do?

Use Effective Messages

•NAE developed a small number of messages and taglines to encourage greater public understanding of engineering.

•Tested the effectiveness of these messages in a variety of audiences.

EffectiveMessages

This work was funded by NSF.

Top Four Messages1.Engineers make a world of difference.

2.Engineers are creative problem-solvers.

3.Engineering is essential to our health, happiness and safety.

4.Engineers help shape the future.

EffectiveMessages

EffectiveTaglines

• Turning ideas into reality*• Because dreams need doing*• The power to do• Bolder by design• Designed to work wonders• Behind the next big thing• Life takes engineering

* winners with teensDreams = gender balanced

Top Taglines

NotEffective

✘ Engineers connect science to the real world.

✘ Engineering is the HARDEST major and job.

✘ Engineers use math and science to solve problems.

Use New Definition

Engineers are changing the world all of the time. They dream up creative, practical solutions and work with other smart, inspiring people to invent, design, and create thingsthat matter.

CustomizeMessages

www.engineeryourlife.org

CustomizeMessages

Change what you say

• Use design or create instead of build.

• Talk about the people you work with.

• Tell people how your work or industry makes a difference.

• Use words like: • Collaborate Imagination• Innovation Contribution• Financially secure

Two small actions

1.Change your bio

2.Use a tag line in your email signature line

CustomizeMessages

National Engineers Week 2013 Theme:“Celebrate Awesome”

CustomizeMessages

This year’s theme celebrates you—engineers, engineering students, and technicians—and all of the amazing things you do everyday to make the world a better place.

CustomizeMessages

CustomizeMessages

IEEE-USA Mini Golf Hole Project•“Engineering is fun and cool” messaging

Review

Change what we say about engineering by using and adapting these effective messages.

What can we do?

Action •Change your bio.•Add a tag to your email signature line.•Review company or outreach materials—are they using effective messages?

Change the images we use to promote engineering.

What can we do?

Image Analysis

Analyze this flyer

1. Is it using a new tagline?

2. Is it appealing to target audience?

3. Is this an effective flyer?

Image Analysis

Analyze this flyer

1. Is it using a new tagline?

2. Is it appealing to target audience?

3. Is this an effective flyer?

CU BoulderResults

2008 - 20 girls attended

2009 - 100 girls attended

CU Boulder hosts an engineering outreach event each year for girls. In 2009 they changed just the flyer.

Discover EngineeringFamily Day

Review

What can we do?

Change the images we use to promote engineering. Use people, not things.

Action•Examine materials. •Ask: Are there people in the pictures?

• Outreach Activities• K-12 Classrooms & After-schools

What can we do?

Incorporate effective messaging to add context:

AddContext

Evaluation of hands-on activities finds kids:

•Have fun•Apply math & science knowledge•Use the Design Process

What’s missing?

An understanding of what engineers do.

Kids will:

•Have fun•Apply math & science knowledge•Use the Design Process•Increase understanding of engineering

AddContext

Add messages to activities

• 57% of students said Future City helped them see themselves as engineers someday.

• 58% reported that Future City made them more interested in doing other engineering clubs.

AddContext

Challenges middle school students to design, build, and present cities of the future.

• 46% Girls

Review

Add messages and context in:• Outreach Activities• Classrooms & After-schools

What can we do?

Action •Review programs to ensure activities put engineering into context.

Train Others

What can we do?

Change how our colleagues and volunteers present engineering.

Customize this presentation

• Review state of engineering perceptions.

• Present new messages • Show them effective images.

• Encourage them to add engineeringcontext to outreachactivities and programs.

Train Others

What can we do?Learn more

Join CTC Community! • Like: www.facebook.com/engineersCTC• Visit: www.engineeringmessages.org

What can we do?

What can we do?

Review

• Change how our colleagues and volunteers present engineering.

• Visit IEEE-USA website: http://www.ieeeusa.org/communications/eweek/default.asp

• Join CTC Community - Like: www.facebook.com/engineersCTC- Visit: www.engineeringmessages.org

Q&A

Thank you!

Funding for this project is provided by: