Jaguar Land Rover for International Women in Engineering Day: Girls Can Be Engineers Too

Jaguar Land Rover, an automotive brand, produced a short film that showed gender bias from a young age and encouraged more females to get into engineering by asking children to draw who they think would engineer a Range Rover Sport.

Executive Summary

Jaguar Land Rover briefed W to produce a trade campaign to 'celebrate' International Women in Engineering Day (INWED), however rather than a celebration, we wanted to focus on the small pool of talent. The UK has the lowest number of female engineering professionals in Europe and just 15% of engineering graduates are women. Taking it back even further, we found that the problem starts at a much earlier age as just 20% of physics A-level students are girls. UNESCO blames the global shortage of female STEM professionals on gender bias which begins at primary and secondary school age....

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