"THAT'S ENGINEERING" is the new integrated campaign developed by Citizen for ASME (American Society of Mechanical Engineers) designed to promote exciting careers in engineering to young people.
The THAT'S ENGINEERING campaign - launched at E-Week 2012 - is a call for young people to be a part of the next generation of American ingenuity. It aims to inspire high school and college students by dispelling misperceptions that engineering is "dull, wonky, and boring" and reframing it as one of the most creative and important career paths - an opportunity to combine purpose, passion and a paycheck. Using a mix of media, the efforts showcases brilliant young engineers that are making a difference by solving some of humanity's biggest challenges. It celebrates whole systems thinkings and "STEAM learning" - the integration of science, technology, engineering, art, and math - while reinforcing that these are the high-reward jobs of the future.