Campaign details

Brand: The Institution of Engineering and Technology
Agency: Tin Man


Another campaign encouraging kids into STEM? Yawn... Or not as the case may be.

We created the first pop video engineered entirely by kids. Through a hardworking and multi-layered creative campaign combining teen pop sensation New Hope Club with Blue Peter, we engaged kids with real-life, inspirational engineering that genuinely encouraged them to consider it as a career option.

And boy did it work.

  • 136 pieces of coverage (23 nationals)
  • 438,000 social engagements on campaign assets
  • Post-campaign, 74% said it changed how they saw careers in engineering
  • 67% said they would now consider a job in engineering (42% pre-campaign)

Background & Brief

The Institution of Engineering and Technology (the IET) is one of the world's largest engineering institutions. Engineering accounts for 19% of UK employment but there's a massive shortage of engineers which is posing a serious threat to the economy.