TOTAL SAUSAGE FEST
The Institution of Engineering and Technology and their magazine, E&T, approached us with a problem. Only 9% of the engineering industry is female. How do we attract more women to a career in engineering?

Agency: TSW Creative
Work: Creative

THE WORK

RATIONALE

We didn't think women would respond well to a campaign about women. We thought highlighting how the industry is currently dominated by men might not be all that encouraging to young women thinking of a career in engineering. So instead, our strategy was to look at why women do go into engineering. As Aparna Bangur puts it "women are attracted by the element of social good [in engineering]... So we wanted to show the products of engineering in our campaign – these are products which change lives."

This campaign is not about asking for women just because they are women. It's about asking for women because of their passions, their aspirations, their ideas.

IN E&T MAGAZINE

PROJECT NOTES

  • Winner of E&T's reader poll, beating submissions from Leo Burnett, 23red, Brothers & Sisters, BBD Perfect Storm and more.  
  • Produced in collaboration with Aparna Bangur (strategy) and Verity Wheatley (Art).
  • Also published by the E&T online.