Changing the Conversation November 28, 2012 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: It’s 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 #: (702) Code: Audio Pin: Shown after joining the webinar The recorded webinar and slides will be posted on CTC’s website. The link will be ed to you. Survey following the webinar—please 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.

The Presenters

Poll Question How familiar are you with Changing the Conversation?

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

What most people think about engineering Prestige of profession so-so and static (periodic Harris polls). Confusion between engineering and science. Lack of awareness about what engineers do. Public Understanding

Public Understanding Words associated with engineering

Perceived Characteristics of Engineers and Scientists EngineersScientists SAVE LIVES %82% 19986%65% SENSITIVE TO SOCIAL CONCERNS %61% %57% CARE ABOUT THEIR COMMUNITIES %51% %46% Public Understanding Harris Interactive

What do teens think? From Intel’s Survey of Teens’ Perceptions of Engineering. December % of teens associate the word difficult with engineering. Most don’t know what engineering is. Only 28% have considered a career in engineering. Public Understanding

Engineering is for people who LOVE both math and science Don’t know what it is Aren’t interested in the field nor do they think it is “for them” “Someone who excels in math and science.... Someone who is motivated, dedicated, and who doesn’t mind sitting in a cubicle all day.” Findings from Extraordinary Women Engineers Report. April High School Girls Think? 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 diversity—women and under- represented groups. The Issues

Natural Sciences and Engineering Undergraduate Degrees Source: NSF, 2010 The Issues

Gender Disparities in Engineering The Issues Source: NSF, 2010

Under-Represented Groups The Issues Source: NSF, 2009

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 “It’s not easy—but if you’re 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 be—what’s the point of doing anything you don’t 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 I’m choosing a job. I’m not going to do something that I know can’t help me pay bills.” Flexibility “My career can’t 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 2012 Theme “7 Billion People. 7 Billion Dreams Need Doing.” Customize Messages Theme played on the world’s population reaching 7 billion and the tagline: Dreams Need Doing.

Ten Reasons to Love Engineering 1.Love your work, AND live your life too! 2.Be creative. 3.Work with great people. 4.Design things that matter. 5.Never be bored. 6.Make a good salary. 7.Enjoy job flexibility. 8.Travel. 9.Make a difference. 10.Change the world. Customize Messages

Customize Messages

Customize Messages

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 materials—are 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?

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

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 Classrooms & After-schools Undergraduate Experience 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 What’s 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

Challenges middle school students to design, build, and present cities of the future. 46% Girls 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 or activities. Add Context

Undergraduate Education 40% of college students enrolled in STEM leave their program after the first year. Add Context What can we do? Projects like the ENGAGE program are adding messages to introductory college courses.

Changed intro engineering courses by: Highlighting how engineers make a difference. Introducing project work early. Emphasizing importance of good communication skills. Results: 100% retention rate for all freshman engineering students. 25% of them were female. Add Context

Review Add messages and context in: Outreach Activities Classrooms & After-schools Undergraduate Experience What can we do? Action Review programs to ensure activities/ curriculum 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?

Website Directory of 139 messaging examples Downloadable/customizable materials including poster, stickers and door hangers Community-building resources including online message board, blog and Facebook newsfeed

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 -Undergraduate Experience

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

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