January 31, 2013 Committee on Public Understanding of Engineering Messages Changing the Conversation: Messages for Improving Public Understanding of Engineering. National Academy of Engineering. Washington, D.C.: National Academies Press. Engineers: Its Time to Change How We Promote the Profession

Housekeeping The webinar will use Voice Over Internet. You can see and hear the presentation through your computer. If the sound quality is not good, a teleconference line is available: Phone #: (415) Code: Audio Pin: Shown after joining the webinar The recorded webinar and slides will be posted on IEEE-USAs website. The link will be ed to you. Survey following the webinarplease respond!

Asking Questions How to ask a question Participant microphones are muted for webinar quality. Type your question in the Question space in the webinar control panel. Q&A session is at the end of the presentation.

Poll Question How familiar are you with Changing the Conversation?

Introduction Chris McManes

Introduction Thea Sahr

Session Goals Public Understanding of Engineering The Issues Changes We Can Make Agenda

We need to change how we present engineering 1.How we talk about engineering 2.How we showcase engineering (pictures & visuals) 3.Add messages and context to engineering outreach and education 4.We need you to join us in making this change. Here is why…. Session Goals

Public Understanding Words associated with engineering

Engineering is for people who LOVE both math and science. 41% of teens associate the word difficult with engineering. Many dont know what it is. Only 28% have even considered it. Someone who excels in math and science.... Someone who is motivated, dedicated, and who doesnt mind sitting in a cubicle all day. Findings from Extraordinary Women Engineers Report. 4/2005 and Intels Survey of Teens, 12/2011. What do teens think about engineering? Public Understanding

2012 ASQ Harris Interactive Poll Students who are interested: 25% worry grades in math and science not good enough. 25% say STEM careers involve too much work. Public Understanding

The Employment and Competitiveness Problem Looming retirement bubble. Need for home grown workers. Overall production of U.S. engineers compared with competitor nations/regions. Attrition out of engineering programs. Need more diversitywomen and under- represented groups. The Issues

Sustaining the capacity for technological innovation. Improving citizen technological literacy. Attracting young people to careers in engineering (and science). Why Public Understanding Matters

Engineers solve problems using math and science. Common Images and Standard Definition How did we get here?

Engineering is stressful and challenging They stress the importance of SUPERIOR math and science abilities Its not easybut if youre the type who when faced with a problem some would call impossible is even more driven to move mountains to find a solution, then you might have it in you to be an engineer. What engineers tell young people Findings from Extraordinary Women Engineers Report. April How did we get here?

Enjoyable How happy I will bewhats the point of doing anything you dont like? To make a difference That I would make a difference in some way, you know, make my mark on the world. Income As shallow as it sounds, money is the one thing I have to consider when Im choosing a job. Im not going to do something that I know cant help me pay bills. Flexibility My career cant consume all of my time…I need free time to do a lot of other things…before I die. What kids want in a career Findings from Extraordinary Women Engineers Report. April How did we get here?

Disconnect How did we get here?

Change what we say about engineering What can we do?

Use Effective Messages NAE developed a small number of messages and taglines to encourage greater public understanding of engineering. Tested the effectiveness of these messages in a variety of audiences. Effective Messages This work was funded by NSF.

Top Four Messages 1.Engineers make a world of difference. 2.Engineers are creative problem-solvers. 3.Engineering is essential to our health, happiness and safety. 4.Engineers help shape the future. Effective Messages

Effective Taglines Turning ideas into reality* Because dreams need doing* The power to do Bolder by design Designed to work wonders Behind the next big thing Life takes engineering * winners with teens Dreams = gender balanced Top Taglines

Not Effective Engineers connect science to the real world. Engineering is the HARDEST major and job. Engineers use math and science to solve problems.

Use New Definition Engineers are changing the world all of the time. They dream up creative, practical solutions and work with other smart, inspiring people to invent, design, and create things that matter. Customize Messages

Customize Messages Change what you say Use design or create instead of build. Talk about the people you work with. Tell people how your work or industry makes a difference. Use words like: Collaborate Imagination Innovation Contribution Financially secure

Two small actions 1.Change your bio 2.Use a tag line in your signature line Customize Messages

National Engineers Week 2013 Theme: Celebrate Awesome Customize Messages This years theme celebrates youengineers, engineering students, and technicians and all of the amazing things you do everyday to make the world a better place.

Customize Messages

Customize Messages IEEE-USA Mini Golf Hole Project Engineering is fun and cool messaging

Review Change what we say about engineering by using and adapting these effective messages. What can we do? Action Change your bio. Add a tag to your signature line. Review company or outreach materialsare they using effective messages?

Change the images we use to promote engineering. What can we do?

Image Analysis Analyze this flyer 1. Is it using a new tagline? 2. Is it appealing to target audience? 3. Is this an effective flyer?

Image Analysis Analyze this flyer 1. Is it using a new tagline? 2. Is it appealing to target audience? 3. Is this an effective flyer?

CU Boulder Results girls attended girls attended CU Boulder hosts an engineering outreach event each year for girls. In 2009 they changed just the flyer.

Discover Engineering Family Day

Review What can we do? Change the images we use to promote engineering. Use people, not things. Action Examine materials. Ask: Are there people in the pictures?

Outreach Activities K-12 Classrooms & After-schools What can we do? Incorporate effective messaging to add context:

Add Context Evaluation of hands-on activities finds kids: Have fun Apply math & science knowledge Use the Design Process Whats missing? An understanding of what engineers do.

Kids will: Have fun Apply math & science knowledge Use the Design Process Increase understanding of engineering Add Context Add messages to activities

57% of students said Future City helped them see themselves as engineers someday. 58% reported that Future City made them more interested in doing other engineering clubs. Add Context Challenges middle school students to design, build, and present cities of the future. 46% Girls

Review Add messages and context in: Outreach Activities Classrooms & After-schools What can we do? Action Review programs to ensure activities put engineering into context.

Train Others What can we do? Change how our colleagues and volunteers present engineering.

Customize this presentation Review state of engineering perceptions. Present new messages Show them effective images. Encourage them to add engineering context to outreach activities and programs. Train Others

What can we do? Learn more Join CTC Community! Like: Visit:

What can we do? Review Change what we say about engineering. -Change your bio. -Add tag to signature line. Change the images we use to promote engineering. -Use people, not things. Add engineering messages and context to: -Outreach Activities -Classrooms & After-schools

What can we do? Review Change how our colleagues and volunteers present engineering. Visit IEEE-USA website: ault.asp ault.asp Join CTC Community -Like: -Visit:

Q&A Thank you! Funding for this project is provided by: