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In 2004, members of the engineering community formed a coalition to examine the question: “Why are academically prepared girls not enrolling in engineering degree programs?” Qualitative consumer research was conducted with high school girls, school counselors, and engineers that found that current messages regarding engineering emphasize “the necessity of superior math and science skills” as well as the notion that engineering is “a challenging and stressful career”—messages that have little relevance to high school girls. In 2007, the coalition developed and tested new messages about engineering. Three compelling messages—creativity has its rewards, explore the possibilities, and make a world of difference— are now the centerpiece of a national campaign designed to encourage college bound girls to consider engineering. The campaign will introduce high school girls to young women engineers who embody these messages; showcase engineering careers and illustrate that an education in engineering is both desirable and within their reach; help school counselors and teachers better understand engineering and give them the resources and training they need to advise students; and, mobilize America’s more than one million engineers with compelling resources, training, and messages to use in their ongoing outreach efforts.

Engineer Your Life: Talking To High School Girls About Engineering