The Campaign

Young women weren’t enrolling in engineering because they didn’t understand the potential. So we needed to show them that engineering is everywhere, and in a way that they’d actually listen to. Instead of another pamphlet, we used one of their favourite artists – Grammy Award-winning NERVO. We created an interactive music video for NERVO’s new single, People Grinnin’. Throughout the film clip fans were encouraged to click on everyday objects, including mobile phones and shoes, to discover that engineers create a lot of their favourite things. A website featured interviews with engineers who create more of the things these girls love, from their favourite song to the cheese on their pizza. They were also delivered engineering courses based off their interests. By simply connecting with their interests and doing so in an exciting way, Made By Me inspired teenage girls around the globe to consider engineering as a career.

Execution

Seeded by NERVO across social media pre-launch, the campaign launched with an exclusive story on Australia’s most widely read news site news.com.au, and a five-minute interview on ABC’s News Breakfast. The music video launched on YouTube and Facebook, driving consumers to the custom microsite madebyme.org.au. Activity was supported with updates from UNSW, Engineering Australia and partner universities to their social media and eDM databases. In the following weeks we grew momentum by seeding the story across traditional and social. Using location technology, we targeted high schools and TAFEs, driving the desired traffic to the microsite via paid desktop and mobile display. Launching mid-July 2016, the three-month campaign aims to connect with our audience in the lead-up to university selection time. The campaign was featured in 114 pieces of coverage and reached over 63 million.

• 114 pieces of coverage secured for the campaign, 111 of which named the campaign and quoted a university spokesperson, allowing us to deliver messaging on the diversity of engineering • 259 minutes of airtime (TV and Radio) • Audience reach of 63,230,135 • All secured coverage for the campaign was positive, and overwhelmingly well received • Coverage hit every state and territory – delivering for every campaign partner

The Situation

Breaking down the stereotypes of engineering would be a challenge. As was connecting with a teenage demographic to change perceptions, increase awareness and consideration of engineering as a career path. Tasked with a limited budget, we tackled the challenge disruptively by tapping into culture to ensure our message resonated; reaching our core audience and their key decision-makers, their parents. We partnered with Grammy Award-winning, global DJ sensation NERVO to produce their latest music video. Leveraging influencers and culture as a vehicle to launch the campaign, generate organic reach and bring a new element of relevance to the field of engineering.

The Strategy

We captured the attention of school-leavers making a decision about their future, as well as parents – their key influencers. The lack of women in engineering is an issue that needed national attention. We aimed to reach audiences via general news, features, education and lifestyle across TV, print, online and radio. To educate our audience on the gender gap and solution-in-hand, industry experts and statistics highlighted the real-world impact of engineering and its lack of women. Real-life case studies shared experiences of studying engineering and their achievements. Global talent NERVO amplified the campaign, bringing all issues to life while appealing to the greater target audience. For day of launch we sold-in an exclusive to Australia’s most influential online news publication. Breakfast interviews were secured with campaign lead Alex Bannigan on ABC radio/TV, setting the daily national news agenda. National and state releases secured 114 pieces of coverage across a one-month period.