23red, UK government’s Year of Engineering and Marvel campaigning to promote engineering among children
The UK Government’s Year of Engineering campaign, led by creative agency 23red, assembled Marvel Super Heroes, including Iron Man and Hulk, to launch an exciting new partnership with the iconic comic brand.
Young people are being encouraged to take the More Heroes Needed Aptitude Test to help them find out which Super Hero qualities they share with these legendary characters; they can then discover how those strengths could help them thrive in the world of engineering.
Launching the partnership, Year of Engineering Minister Nusrat Ghani joined 30 children, aged 7 from Berger Primary school in Hackney and a team of real-life Super Heroes – including a female army engineer turned weight-lifter, and an expert in comic book technology – at an immersive new Marvel exhibition, which took place at The Excel this Wednesday.
The Aptitude Test is being promoted via paid social and display, sponsored influencer content and direct comms to schools.
The test aims to demonstrate to children that they have an abundance of talents that would suit a career in engineering, ones that perhaps they hadn’t previously appreciated. It demonstrates that engineering isn’t solely about academic aptitude but that curiosity, creativity and being honourable and collaborative are all important qualities of a successful engineer. The Year of Engineering is encouraging parents to take the test with their kids over the Christmas holidays, and curriculum-linked resources are available to help teachers bring Super Hero engineering to life in the classroom in the New Year.
Since the start of 2018, Government has worked with more than 1,400 partners to help young people take a closer look at engineering, with the aim encouraging more young people from different backgrounds to discover the opportunities of engineering careers. Research carried out in the first six months of the campaign shows that the percentage of 7-11-year olds who would consider engineering careers has shot up by 36%.
The new aptitude test is part of a wide range of resources for parents and teachers on the Year of Engineering website, which also features inspiring ideas to help keep kids busy and entertained over the Christmas Holidays.
Nusrat Ghani, Minister for the Year of Engineering:
The characters who inhabit the Marvel universe are famed for achieving amazing things against all odds; something engineers do on a daily basis.
Whether it’s tackling the problems of climate change, helping to provide clean water and energy in developing nations or using technology to help us live healthier more independent lives, the engineering profession is full of its very own Super Heroes.
I’m certain that this partnership will encourage many young people to look again at their own amazing abilities and realise that while they may never possess the strength of Hulk they could one day move mountains as an engineer.
Emma Taylor, Business Director 23red:
The Year of Engineering is all about showing young people that no matter where their strengths lie, engineering could be the path for them, providing them with an interesting and varied career. The Marvel franchise is the perfect partner for this, with the characters capturing the imaginations of those young and old and highlighting the different ways that everyone can change the world. Here’s to inspiring the next generation of engineering Super Heroes.