Backpack to the Future

Agency: Kindred
Client: IET

Engineering has a ‘hard hat problem’. Synonymous with men in construction apparel, the look is outdated and bad for business. Only 12% of engineers are female and our growing STEM skills gap is costing £1.5bn annually.

‘Engineer a Better World’ (EABW) is the IET’s yearly campaign, targeting 5-13yos and caregivers, to challenge these stereotypes. This was the 7th year of EABW so we needed creative thinking to find a fresh approach. Leveraging audience insight we landed on fashion, showing engineering’s role beyond factory clichés. Our ‘Backpack to the Future’ campaign featured world-firsts, took the media by storm and smashed KPIs.