Jaguar Land Rover wanted to produce a trade campaign to ‘celebrate’ International Women in Engineering Day, however rather than a celebration, we wanted to focus on the small pool of engineering talent. The UK has the lowest number of female engineering professionals in Europe and just 15% of engineering graduates are women. Taking it back even further, we found that the problem starts at a much earlier age as just 20% of physics A-level students are girls. UNESCO blames the global shortage of female STEM professionals on gender bias which begins at primary and secondary school age. Quite simply, engineering is still seen by many – including parents and educators, as well as children - as a ‘job for boys’.
We set out to inspire female engineers of the future, by visiting a primary school. Four young children were shown a Range Rover Sport SVR and given a simple task: draw the person who you think helped to engineer the car. All four children drew ‘old men’. They discovered that Charlotte, the young woman who had set the task was, in fact, the lead innovation engineer on the car they had drawn.
The experiment – and their disbelief that a young woman like Charlotte could design and build a car – was captured for a short film released on INWED. This heartwarming B2B campaign went beyond trade coverage to be featured on BBC Breakfast, mentioned on Sky Sunrise and Bloomberg, complete with studio interviews with Charlotte the Jaguar Land Rover engineer.
OBJECTIVES AND BRIEF
International Women in Engineering Day is celebrated on June 23, 2019. On June 1, Jaguar Land Rover approached W for a campaign to launch on the date to promote JLR as a great place to work for female engineers.
At present there are 27 female engineers employed by JLR in the UK, many of whom have come through its graduate scheme. In previous years, JLR has created video content, profiling their work, including case study interviews in a ‘day in the life’ format. Unfortunately, whilst produced to a high specification the previous had failed to gain external traction or any media coverage.
W was tasked to deliver a refreshed creative approach and a final campaign in just three weeks, generating earned trade media coverage.
TARGET AUDIENCE AND STRATEGY
Target audience: Engineering professionals and graduates; people working in the UK motoring sector
Whilst JLR is an industry leader in training and employing female engineers, we believed that rather than use the day as a landmark for celebration we instead focus on the bigger picture.
Desk research revealed that the UK has the lowest number of female engineering professionals in Europe. Only 11% of our engineers are women, and in 2017 women made up just 15% of engineering graduates. However, the leak in potential talent starts much earlier: just 20% of physics A-level students are girls.
The deficit in female engineers is a global one. According to a UNESCO report Measuring Gender Equality in Science and Engineering, 2018, the leak in STEM talent starts as early as primary school age, with gender bias meaning that few girls are actively encouraged by parents or teachers to pursue STEM studies and careers. The report concluded that businesses and governments need to change perceptions, attitudes, behaviours, social norms and stereotypes towards women in STEM and society to engage girls and young women in STEM primary and secondary education. At present, engineering, especially in the motor industry, is still seen as a ‘job for boys’.
We saw how we could turn this problem into an opportunity. Rather than simply show JLR’s female engineers at work, we wanted to create a campaign with purpose and a long-term vision to show how they can help to inspire girls to become engineers in the future.
We were also mindful that other large UK businesses would be competing for share of voice and producing their own campaigns, so we needed to have something innovative in order to own the conversation on the day.
IMPLEMENTATION AND CREATIVITY
Within 48 hours of receiving the brief, W responded with this new strategy and a creative response. Rather than focusing on the JLR factory in Coventry, we’d like to set our campaign activity at a primary school. Yes, that’s right. A primary school.
We proposed a simple art experiment with children aged 5 and aged 8. A young woman would show them a picture of the new Range Rover Sport SVR. She would then ask the children to perform one simple task:
“Please draw the person who you think helped to engineer this car”
The young woman would then ask the children to explain who they had drawn in the picture and explain why they had drawn that person.
It was our hypothesis that most, if not all, of the children would draw a man. After explaining their drawings to the young woman, she would reveal to the children that she was the engineer who helped make the new Range Rover Sport SVR.
We’d capture their interactions and hopefully stunned surprise and reaction from the children on film.
One week later, W and production company Tinderflint brought the idea to life at a primary school in Sutton, Surrey with the help of Charlotte Cooper, a 27 year-old Strategy and Innovation Engineer at Jaguar Land Rover.
Despite the old adage to never work with children, they did exactly as predicted, drawing ‘old men’ and informing Charlotte that girls can’t make cars because ‘they don’t like getting dirty…they are not strong enough’ and, quite simply ‘It’s a man that makes the car!’
Charlotte then revealed to the children that she is, in fact, an engineer that worked on the car. One little boy still refuses to believe her, but the girls are both impressed and inspired. One of the girls declares at the end of the film that ‘Maybe one day ‘l’ll be an engineer’.
W shared the draft edit of the film with the Women in Engineering Society, who agreed to provide a quote in the press release. The film was seeded on JLR’s social channels and W took a broadcast-first approach, offering the film and Charlotte Cooper’s availability to sit on the sofa for interviews.
Considering this was originally a brief to target motor trade media, we turned JLR’s mission to inspire, train and employ more female engineers into a national story and dominated broadcast media coverage. The film was premiered on BBC Breakfast on INWED with a seven-minute feature, among a number of coverage highlights:
•3 x national TV news features: BBC Breakfast, Sky Sunrise, Bloomberg
•1 x regional TV news item: BBC West Midlands hourly bulletin
•1 national print: Scotland on Sunday (half-page)
•2 x trade: Motor trader, FE News
•3 x marketing trade: Campaign, PR Week, PR Examples
•55,000 views on JLR’s LinkedIn page and 480 likes
•2,385 views of the video on JLR’s Twitter feed and 51 shares
•20 million combined reach
•100% of coverage was positive
•100% of coverage carried the key message that Jaguar Land Rover is a leader in attracting and developing female engineering talent
Jaguar Land Rover - Engineering Change
Jaguar Land Rover wanted ‘celebrate’ International Women in Engineering Day. At a time all other large UK businesses would be competing for share of voice, we needed to create something that would help JLR own the national conversation.