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Jaguar Land Rover addresses gender bias in engineering

By on Wednesday, June 26, 2019

To mark International Women in Engineering Day, a new campaign from Jaguar Land Rover addresses the shortfall in female engineers and the the issue of gender bias.

Just 11% of the UK’s engineers are female and only 20% of Physics A-level students are girls. The issue is a global one, with UNESCO citing reinforced gender stereotypes from primary school age as the key reason why many girls are discouraged from pursuing STEM subjects and careers. In short, engineering is still seen as a a ‘job for boys’ and there is a whole pipeline of talent being lost.

In this super-cute campaign created by W, we see what happens when we go to the root of the problem and when young children are presented with a positive female role model in engineering.

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