Engaging the Next Generation of Engineers
CATEGORY:
Events & Exhibitions Film & Digital
The brief
For years, the UK has struggled to produce enough engineers, so that STEM (Science Technology Engineering and Mathematics) is now a key focus for government and employers alike. To encourage more young people to consider STEM careers, BAE Systems asked Engage to come up with ideas for recruitment events and exhibitions.
The work
To uncover what motivates young people into STEM careers, we researched the audience of 11–15-year-olds, and realised we would have to do something unique and unexpected to capture the imaginations of the digital native generation. Hence ‘Brains’ was born. The world’s first corporate digital puppet, the Brains roadshow allowed audiences to engage directly with an on-screen character to learn about STEM careers and life at BAE Systems.
The outcome
Brains wowed audiences around the UK, and even made it to the US and South Africa such was his popularity. Queues of young people formed wherever he appeared, all amazed by the technology and ability to interact with a digital animation. Apprentice and graduate applications for careers at BAE Systems reached record levels, and the RAF asked to share Brains with their stand at the UK’s Big Bang Science Fair.
