WOMEN & ENGINEERING

Women and girls seem to be the hardest demographic to reach when it comes to the idea of engineering as a career path. Women only make up 12.8 per cent of practising professional engineers in Canada. The goal of Women in Engineering is to change that percentage to 30 by 2030.
In order to make this happen, they needed a new, fresh approach in content to grab their target's attention. Women in Engineering go to junior high schools as well as university fairs to draw in more attention to this career choice.
The route we chose was to meet them where they're at and weave in a familiar language to draw them in. The tagline "It's what we do." is to confirm women are in engineering, it is possible and the definition of engineering can be a lot of things. Creating three versions of posters and social media filters with a playful wording in regards to how engineering is a job women do.
Creating a social media filter also allows for free advertising and now, a measurable engagement by their target demographic. A sistering tagline
"It's what I want to do." was to bring the feeling of empowerment and determination.
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