• THE CHALLENGE

The Challenge:†To help kids and their parents better understand the field of engineering and the opportunities a career in engineering affords in order to help bring more engineers into the workforce

  • KEY RESULTS
  • Raised awareness

  • Millions of social media engagements and web page views

Engineering is a fast-growing field, but itís not growing fast enough. The U.S. Bureau of Labor Statistics estimates that our workforce will need a quarter-million more engineers by 2025. With that demand in mind, ExxonMobil retained Widmeyer Communications to help launch Be An Engineer (BAE) in the fall of 2014. The campaignís objective is to help kids and their parents better understand the field and the opportunities a career in engineering affords. The BAE initiative is an integrated communications campaign incorporating PR, advertising, a media partnership (with CNN Digital), social/digital media, internal communications and public affairs. The work highlights the contributions engineers make and provides resources to encourage students to choose engineering careers, which have lower rates of unemployment and higher starting salaries than other professions. The program puts kids and their parents in touch with engineering organizations and practicing engineers, including high-profile influencers such as Steve Wozniak, John Glenn, and Ursula Burns. BAE helps kids learn how they, as future engineers, can help provide solutions to societyís biggest challenges.

BAE has been a resounding success at driving awareness, with millions of social media engagements and web page views. Post-launch research also showed that the program inspired teens, particularly young girls, to consider engineering.