I got a tip on the campaign “The Most Annoying Summer Job in Sweden“. I replied with a couple of questions about the campaign to Teknikföretagen, the association for Swedish technology companies.
Tell me about the campaign!
The engineer is perceived as a boring odd ball and is definitely not a profession for the future. This is one of the prejudices young people have about engineers. Last fall Teknikföretagen produced a TV-show called ”Felix stör en ingenjör” (Felix interferes with an engineer). Felix Herngren travelled around the world, hanging out with engineers, asking lots of questions in order to present the profession, and the engineer him- or herself, in a new way.
This campaign is the next phase in our aim to change young people’s beliefs about the engineer. By giving students a chance to compete for 12 of Sweden’s most interesting summer jobs. We call the campaign ”Sveriges Störigaste Sommarjobb”.
How will you spin the campaign?
The campaign will mostly be present in social media; blogs, Facebook etc. as well as PR activities in traditional media, combined with activities in the school environment.
How will you measure the result?
In the long run, we will measure the change in attitude towards the engineering profession. In the short run, we will measure ”the share of talk” we will succeed in spreading, among the youth. Both in traditional media as well as in social media. This is really only the first phase of the campaign.
The lucky twelve who will become summer trainees will blog about their experience during their time at the companies. And the campaign will go on during the fall with inspirational lectures by the trainees and study materials in the schools combined with other campaign activities.
What are your insights by doing the campaign so far?
Our insights so far is that a good idea will spread itself… By communicating in an ”non engineering manner”, we have received unexpected results.
Tobias Eriksson
Project Manager, Teknikföretagen
