iPhone: https://commons.lbl.gov/display/itdivision/Smartphones+from+IT

Sources: Woman: http://www.kingcounty.gov/healthservices/MentalHealth/Recovery/HavingAvoice.aspx Woman engineer: http://www.engineeryourlife.org/cms/inspiringwomen/6205.aspx?eylprofile=Photos Bridge: http://www.fhwa.dot.gov/publications/publicroads/05may/06.cfm

Little girl: http://www.dreamstime.com/african-american-child-plays-at-the-beach-stock-image-imagefree1537591/ Astronaut: http://starchild.gsfc.nasa.gov/docs/StarChild/space_level2/mae_jemison.html

Source: Janet Yowell, University of Colorado

Sources: Dilbert: http://gis.utah.gov/ugic-utah-job-postings/job-opening-agrc-web-applications-programmer Students have limited understanding of engineering — or engineers Want well-paying jobs that make a difference Believe engineers help people, but not directly See engineers as desk jockeys, disconnected from people

Sources: Train engineer: http://lcweb2.loc.gov/service/pnp/fsa/8a10000/8a10800/8a10880v.jpg Woman scientist: Dreamstimes.com Train Engineers: http://www.nps.gov/stea/planyourvisit/images/285_cabride.jpg Da Vinci sketch: http://israel.usembassy.gov/energy.html Da Vinci: http://scifiles.larc.nasa.gov/text/kids/Media_Zone/images/davinci01.html Scientists — more than engineers… Save lives (82% vs. 14%) Care about protecting the environment (77% vs. 17%) Improve the quality of our lives (71% vs. 22%) Sensitive to societal concerns (61% vs. 28%) Inclusive of women and minorities (54% vs. 26%) Care about the community (51% vs. 37%)

Sources: No identifiable “public face” of engineering Engineering connotations — build, design, machines, create, math Focus on academic skills needed to pursue engineering as a career (math and science)

Sources: Nuts: Dreamstime.com Real gender differences Boys like space exploration and designing video games Girls gravitate to using DNA evidence to solve crimes Teen girls not sold! Engineering is creative? Work is rewarding? Engineers have a positive effect on people’s everyday lives? Girls pick images involving female engineers; boys more likely to pick images that features “things” (people-thing orientation) Recast communications from personal benefits and skills needed to how engineers make a difference in the world Start talking in terms of ideas and impact Not a world of challenging math and science… but a world of difference Position engineering experience as one of discovery, design, imagination, innovation and contribution

Sources: Janet Yowell, University of Colorado Boulder Messages that tested well: Engineers make a world of difference Engineers are creative problem-solvers Engineers help shape the future Engineering is essential to our health, happiness and safety

Source: Janet Yowell, University of Colorado Boulder Recast communications from personal benefits and skills needed to how engineers make a difference in the world Talk in terms of ideas and impact Not a world of challenging math and science… but a world of difference Position engineering experience as one of discovery, design, imagination, innovation and contribution

Make engineering as appealing as the iPhone Re-cast engineering from skills and benefits to a world of difference Develop a new campaign image position engineering as relevant, creative, dynamic, gratifying, inspiring, rewarding, and innovative.

Source: Janet Yowell, personal photograph, Smithsonian Museum, Washington, DC Basketball dunker: http://www.admongo.gov/the-atrium/home.aspx

How will you use this information in your characterization of engineers and engineering? What might you do differently? How will you use this information with students? With faculty?

Source: Questions: http://www.epa.gov/plainwriting/faqs.html We Can Do It!: http://www.archives.gov/research/military/ww2/photos/ Thank you: http://ncfy.acf.hhs.gov/book/export/html/528

as appealing as the iPhone® Engineering Make

I can be an engineer !

From curious little girl to aerospace engineer.

Changing our conversation.

The problem & what we know about youth today. ?

71% of adults think that…

Research Findings

In a nutshell…

Young engineers engaged in their passions outside of work Engineering humanized… Messages that work.

relevant. dynamic. gratifying. creative. innovative. exciting. rewarding. inspiring.

What can we do?

Dream big. Love what you do.

Taking it to work. Media. School. Home.

The power to do.

Engineering Ugly is pretty cool.

Engineering to fight terrorism.

Girls, girls, girls.

Anyone can be a guitar hero.

Money matters.

Do engineering!