Industrial backers hold key to TV jobs campaign

The fate of a mould-breaking TV campaign to promote engineering will be decided this month following a poll of Britain’s top engineering companies. The 35 organisations so far approached include TI Group, Smiths Industries, Rolls-Royce and Unilever. Each is being asked to contribute £200,000 a year. Advertising agency J Walter Thompson is portraying engineering as […]

The fate of a mould-breaking TV campaign to promote engineering will be decided this month following a poll of Britain’s top engineering companies.

The 35 organisations so far approached include TI Group, Smiths Industries, Rolls-Royce and Unilever. Each is being asked to contribute £200,000 a year.

Advertising agency J Walter Thompson is portraying engineering as an ‘ideas-in-the-making’ business. The adverts will be aimed at 12-16-year-olds and be intended to influence choice of GCSEs and A-Levels.

One of the examples shown to industry features a woman engineer, while another has an environmental sustainability twist.

The dozen short TV adverts would be backed up with a telephone hotline and Internet sites.

The campaign is likely to cost £4m 5m per year.

Opinion, page 10