This is Engineering

The This is Engineering campaign was created to address one of the UK's most persistent challenges: a significant shortfall in both the number and diversity of young people entering engineering. Despite more than 500 organisations working on engineering engagement, public perceptions remained narrow: engineering was widely viewed as dull, difficult and mechanical, or simply invisible.

Grounded in research showing that young people wanted careers where they could bring ideas to life, shape the future and make a difference, the Royal Academy of Engineering led a campaign to change this, using engineering’s breadth as its creative engine. Through dynamic digital storytelling, real young engineers, and an evolving mix of formats - from polished films to user-generated content and influencer partnerships - the campaign embedded engineering naturally into the worlds of teenagers and showed them that whatever they love, they can follow it into engineering. Its creative strategy hinged on juxtaposing the richness of engineering with outdated public perceptions, using surprise, variety, and relatable role models to shift mindsets. A core strength of the campaign has been its collaborative model. Media agencies, creative partners, influencers, universities, corporates, and the wider profession contributed to content, reach, and amplification. National Engineering Day became a focal point for collective impact, enabling brands, partners and supporters to align around one moment and dramatically extend visibility. The campaign has delivered exceptional, sustained impact: most notably a 77% increase in teenagers open to engineering careers and a measurable uplift in young people applying to engineering courses.