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January 31, 2013

Engineers: It ’ s Time to Change How We Promote the Profession. January 31, 2013.

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January 31, 2013

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

  2. 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) 655-0052 • Code: 445-894-150 • Audio 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!

  3. 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.

  4. Poll Question How familiar are you with Changing the Conversation?

  5. Introduction Chris McManes

  6. Introduction Thea Sahr

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

  8. Session Goals • We need to change how we present engineering • How we talk about engineering • How we showcase engineering (pictures & visuals) • Add messages and context to engineering outreach and education • We need you to join us in making this change. • Here is why….

  9. Public Understanding Words associated with engineering

  10. Public Understanding What do teens think about 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.

  11. Public Understanding • Students who are interested: • 25% worry grades in math and science not good enough. • 25% say STEM careers involve too much work. 2012 ASQ Harris Interactive Poll

  12. The Employment and Competitiveness Problem The Issues • 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.

  13. Why Public Understanding Matters The Issues • Sustaining the capacity for technological innovation. • Improving citizen technological literacy. • Attracting young people to careers in engineering (and science).

  14. How did we get here? Common Images and Standard Definition Engineers solve problems using math and science.

  15. How did we get here? What engineers tell young people • 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.” Findings from Extraordinary Women Engineers Report. April 2005.

  16. How did we get here? What kids want in a career 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.” Findings from Extraordinary Women Engineers Report. April 2005.

  17. How did we get here? Disconnect

  18. What can we do? Change what we say about engineering

  19. Effective Messages • 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. This work was funded by NSF.

  20. Effective Messages Top Four Messages Engineers make a world of difference. Engineers are creative problem-solvers. Engineering is essential to our health, happiness and safety. Engineers help shape the future.

  21. Effective Taglines Top Taglines • 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

  22. Not Effective • Engineers connect science to the • real world. • Engineering is the HARDEST • major and job. • Engineers use math • and science to • solve problems.

  23. Customize Messages 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 things that matter. www.engineeryourlife.org

  24. Customize Messages • 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

  25. Customize Messages Two small actions Change your bio Use a tag line in your email signature line

  26. Customize Messages • National Engineers Week • 2013 Theme: • “Celebrate Awesome” 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.

  27. Customize Messages

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

  29. What can we do? Review Change what we say about engineering by using and adapting these effective messages. • Action • Change your bio. • Add a tag to your email signature line. • Review company or outreach materials—are they using effective messages?

  30. What can we do? Change the images we use to promote engineering.

  31. 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?

  32. 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?

  33. CU Boulder Results CU Boulder hosts an engineering outreach event each year for girls. In 2009 they changed just the flyer. 2008 - 20 girls attended 2009 - 100 girls attended

  34. Discover Engineering Family Day

  35. What can we do? Review Change the images we use to promote engineering. Use people, not things. • Action • Examine materials. • Ask: Are there people in the pictures?

  36. What can we do? Incorporate effective messaging to addcontext: • Outreach Activities • K-12 Classrooms • & After-schools

  37. 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.

  38. AddContext Add messages to activities • Kids will: • Have fun • Apply math & science knowledge • Use the Design Process • Increase understanding of engineering

  39. AddContext • Challenges middle school students to design, build, and present cities of the future. • 46% Girls • 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.

  40. What can we do? • Review • Add messages and context in: • Outreach Activities • Classrooms & After-schools • Action • Review programs to ensure activities put engineering into context.

  41. What can we do? Train Others Change how our colleagues and volunteers present engineering.

  42. Train Others • Customize this presentation • Review state of engineering perceptions. • Present new messages • Show them effective images. • Encourage them to • add engineering • context to • outreach • activities and • programs.

  43. What can we do? • Learn more • Join CTC Community! • Like: www.facebook.com/engineersCTC • Visit: www.engineeringmessages.org

  44. What can we do? • Review • Change what we say about engineering. • Change your bio. • Add tag to email signature line. • Change the images we use to promote engineering. • Use people, not things. • Add engineering messages and context to: • Outreach Activities • Classrooms & After-schools

  45. 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

  46. Q&A Funding for this project is provided by: Thank you!

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