Jaguar Land Rover approached us for a content idea to celebrate the 100th anniversary of International Women in Engineering Day. However, we challenged the brief as we believed that even after a century it was still not a time to celebrate.
Just 10% of engineers in the UK are female. That’s not due to women being overlooked, the qualified talent simply isn’t there – only 15%% of science students at A-level are girls. The issue of gender bias in STEM studies and careers starts at primary school age and engineering is still seen as a ‘job for boys’. Rather than film a female JLR engineer at a factory we took her to the source of the problem, to a primary school in South London.
The resultant film turned a low-budget trade campaign into a national talking point. Starring four young children and JLR engineer Charlotte Cooper, it made its debut on BBC Breakfast on IWED and was subsequently featured on four broadcast items including Sky News and Bloomberg. PR Week named it one of its 12 Best Campaigns of 2019 and it won The Drum PR Awards for B2B campaign of the Year.