The BRIDGE LINKING ENGINEERING and SOCIETY

Summer 2011 CHANGING THE CONVERSATION ABOUT ENGINEERING

The BRIDGE LINKING ENGINEERING AND SOCIETY

The Image Problem for Engineering: An Overview Charles M. Vest Rebranding Engineering: Challenges and Opportunities Mitch Baranowski Framework for a Coordinated Outreach Campaign Maria Ivancin Who Should Be an Engineer? Messaging as a Tool for Student Recruitment and Retention Janet L. Yowell and Jacquelyn F. Sullivan Engineering a Change in Perception: Engineer Your Life and Design Squad Marisa Wolsky

Promoting the technological welfare of the nation by marshalling the knowledge and insights of eminent members of the engineering profession. The BRIDGE

NATIONAL ACADEMY OF ENGINEERING

Irwin M. Jacobs, Chair Charles M. Vest, President Maxine L. Savitz, Vice President Thomas F. Budinger, Home Secretary George Bugliarello, Foreign Secretary C.D. (Dan) Mote Jr., Treasurer

Managing Editor: Carol R. Arenberg Production Assistant: Penelope Gibbs The Bridge (ISSN 0737-6278) is published quarterly by the National Aca demy of Engineering, 2101 Constitution Avenue, N.W., Washington, DC

20418. Periodicals postage paid at Washington, DC. Vol. 41, No. 2, Summer 2011 Postmaster: Send address changes to The Bridge, 2101 Constitution Avenue, N.W., Washington, DC 20418. Papers are presented in The Bridge on the basis of general interest and time- liness. They reflect the views of the authors and not necessarily the position of the National Academy of Engineering. The Bridge is printed on recycled paper. © 2011 by the National Academy of Sciences. All rights reserved.

A complete copy of The Bridge is available in PDF format at http://www.nae.edu/TheBridge. Some of the articles in this issue are also available as HTML documents and may contain links to related sources of information, multimedia files, or other content. The Volume 41, Number 2 • Summer 2011 BRIDGE LINKING ENGINEERING AND SOCIETY

Editor’s Note 3 Changing the Conversation Ellen Kullman 4 In Remembrance of George Bugliarello Carol R. Arenberg

Features 5 The Image Problem for Engineering: An Overview Charles M. Vest To reach our strategic goals, we must have a well educated, globally competitive workforce. 12 Rebranding Engineering: Challenges and Opportunities Mitch Baranowski The engineering profession hopes to reshape public perceptions by emphasizing its creative aspects and its world-improving impact. 17 Framework for a Coordinated Outreach Campaign Maria Ivancin Despite many challenges, the engineering community is poised to launch an effective outreach campaign. 23 Who Should Be an Engineer? Messaging as a Tool for Student Recruitment and Retention Janet L. Yowell and Jacquelyn F. Sullivan The University of Colorado Boulder TEAMS Program reaches thousands of youngsters annually. 30 Engineering a Change in Perception: Engineer Your Life and Design Squad Marisa Wolsky WGBH is using the multimedia resources of two major projects to engage young people in innovative ways.

NAE News and Notes 37 A Tribute to George Bugliarello 38 NAE Newsmakers

(continued on next page)

The BRIDGE

41 NAE Honors 2011 Prize Winners 41 Charles Stark Draper Prize 43 Acceptance Remarks by Frances H. Arnold 44 Acceptance Remarks by Willem P.C. “Pim” Stemmer 45 Fritz J. and Dolores H. Russ Prize 46 Acceptance Remarks by Leroy E. Hood 50 Bernard M. Gordon Prize 51 Acceptance Remarks by Edward F. Crawley 52 Foreign Secretary and Councillors Elected 53 NAE Regional Meetings 53 Viterbi School of Engineering and NAE Hold Meeting on Megacities 54 Meeting on Engineering the Future of Health Care at University of Texas, Austin 55 Meeting on Ethics and Genetics in the Digital Age at Harvard University 57 A Message from NAE Vice President Maxine L. Savitz 59 National Academy of Engineering 2010 Private Contributions 66 Calendar of Upcoming Events 67 In Memoriam

69 Publications of Interest

The National Academy of Sciences is a private, nonprofit, self- The Institute of Medicine was established in 1970 by the National perpetuating society of distinguished scholars engaged in scientific Academy of Sciences to secure the services of eminent members of and engineering research, dedicated to the furtherance of science and appropriate professions in the examination of policy matters pertaining technology and to their use for the general welfare. Upon the author- to the health of the public. The Institute acts under the responsibility ity of the charter granted to it by the Congress in 1863, the Academy given to the National Academy of Sciences by its congressional char- has a mandate that requires it to advise the federal government on ter to be an adviser to the federal government and, upon its own scientific and technical matters. Dr. Ralph J. Cicerone is president of the initiative, to identify issues of medical care, research, and education. National Academy of Sciences. Dr. Harvey V. Fineberg is president of the Institute of Medicine.

The National Academy of Engineering was established in 1964, The National Research Council was organized by the National under the charter of the National Academy of Sciences, as a parallel Academy of Sciences in 1916 to associate the broad community of organization of outstanding engineers. It is autonomous in its adminis- science and technology with the Academy’s purposes of furthering tration and in the selection of its members, sharing with the National knowledge and advising the federal government. Functioning in Academy of Sciences the responsibility for advising the federal gov- accordance with general policies determined by the Academy, the ernment. The National Academy of Engineering also sponsors engi- Council has become the principal operating agency of both the neering programs aimed at meeting national needs, encourages edu- National Academy of Sciences and the National Academy of Engi- cation and research, and recognizes the superior achievements of neering in providing services to the government, the public, and the engineers. Charles M. Vest is president of the National Academy scientific and engineering communities. The Council is administered of Engineering. jointly by both Academies and the Institute of Medicine. Dr. Ralph J. Cicerone and Charles M. Vest are chair and vice chair, respectively, of the National Research Council. www.national-academies.org FALL 2006 3 Editor’s Note

beyond our current situation and short-term problems toward solutions of the long-term challenges facing our nation and our planet. In The Image Problem for Engi- neering: An Overview, he addresses a variety of issues that are keeping us from working toward the goals of a well-educated, globally competitive workforce and a country with a vibrant economy and a healthy population with a continuing high quality of life. Mitch Baranowski is founding partner and chief creative officer of BBMG, a marketing research firm in New Ellen Kullman York. As the grandson of a cattle rancher in Texas, he knows the literal meaning of “branding.” In his article, he explains how branding as a marketing tool can help Changing the Conversation establish a product, a company, or even a movement A major topic of conversation in the nation’s capitol, in the eyes of the consumer. Rebranding Engineering: and the nation’s living rooms, is how well the United Challenges and Opportunities focuses on the five laws of States will compete in the global marketplace of the branding and how, in our new campaign, we can reshape future. The answer will depend largely on how well we, public perceptions of our profession, shake off our out- as parents, business leaders, teachers, and politicians, dated legacies, and rebrand engineering from the inside prepare our children and whether we can rally around out. As he says, it’s all about delivering on a promise— education to give our young people the solid foundation and that’s exactly what we have to do—deliver. they will need to build their future and ours. Maria Ivancin, a professor in the School of Com- I am proud to be co-chair, with my colleague Chuck munication at American University, puts her everyday Vest, of a new phase of the NAE initiative called experience to work and walks us through the steps of Changing the Conversation. The goal of this pro- building a coordinated outreach campaign, to reach gram, funded by the National Science Foundation today’s young people. In Framework for a Coordinated (NSF), is to excite and inspire young people to go into Outreach Campaign, she explains the architecture of a engineering-related careers. successful campaign from the ground up and the impor- We want to interest students in who engineers are tance of image building, brand identity, and workforce and what they do, to ignite a spark of invention and recruitment that can put us on the road from research innovation, creativity and imagination to open young to action. minds to the possibilities of becoming engineers. Stu- Reaching out to recruit students in new ways is dents need to understand how engineers make a dif- the focus of Janet Yowell and Jackie Sullivan’s case ference in their neighborhoods, communities, and the study on Who Should Become an Engineer? With few world by solving problems using science and technol- students, teachers, or members of the general pub- ogy, and that they, too, can join in those efforts. From lic able to describe what engineers do, the need to safer drinking water to new medical devices, from elec- improve education and identify and nurture stu- tric cars to the grandest skyscrapers and bridges, engi- dents with the desire and talent to study math and neers use their knowledge of science and technology to science is at an all-time high. The authors describe improve people’s lives in meaningful ways. how consistent messages and recruiting materials This issue of The Bridge is devoted to improving the are being used at the University of Colorado Boul- way we tell our stories and engage and mentor young der to convey how engineers help people and com- people so they “get it” and can take on the challenges of munities and that engineering can be a fulfilling, making a difference as engineers of the future. exciting career choice for young people. The heart In the first article, Chuck Vest begins by exhorting of their message is that engineering is a helping us, all of us, from politicians to business people, to move profession that “shapes the health and welfare of The 4 BRIDGE people everywhere, as well as the health and welfare of Few professions turn as many ideas into realities as our planet.” engineering. Few have as direct and positive an effect Marisa Wolsky, executive producer at the WGBH on people’s everyday lives. We are counting on engi- Educational Foundation, describes Engineering a Change neers to help us meet the needs of the 21st century. We in Perception. Her article chronicles how WGBH has hope this issue introduces our readers to new ideas and developed messages that promote positive images of suggestions for action that can change the conversation engineering and how they have succeeded in delivering about engineering—for good. those messages and engaging young people in innovative ways by using multimedia outlets. The two projects she describes, Engineer Your Life (EYL) and Design Squad, have had a significant impact on the learning and understanding of science and engineering principles for girls Ellen Kullman, co-chair and boys from a wide range of backgrounds. Committee on Implementing Engineering Messages

In Remembrance of George Bugliarello

I had the privilege of working with George Bugli- in Washington, he always found time to stop in at arello on The Bridge for 11 years. As a labor of love, the office. George had assumed the voluntary position of “interim” George wore his brilliance and his accolades lightly. editor in chief in 1997, three years before I arrived on He had an air of politesse and humility and a sense of the scene, and he continued to watch over our progress humor that drew people to him and inspired respect. until the very last days of his life. He completed an This gentle man also had the skills of a diplomat when “Editor’s Note” for the March 2011 issue on urban sus- it came to soothing bruised egos or enticing a friend or tainability a few days before he went into the hospital acquaintance to take on one more task and write for us. and was working on a full length article for the same I will greatly miss George’s enthusiasm and support, issue when his strength ran out. and I feel honored to have worked with him. But mostly In recent years, George was involved mostly in I am proud to have called him my friend. planning issues, recruiting writers, and resolving emergencies. He kept in touch through his devoted assistant, Rose Emma, who relayed our messages to Carol R. Arenberg and from wherever he happened to be. When he was Managing Editor To reach our strategic goals, we must have a well educated, globally competitive workforce.

The Image Problem for Engineering An Overview

Charles M. Vest

This is an age in which we are fixated on near-term issues, especially in the political domain, where immediate goals crowd out strategic goals. It has become a truism that members of Congress are in perpetual campaign mode and therefore nearly unable to make a public statement, let alone attend to public policy, without keeping at least one eye focused on the polls and making a mental calculation of voter appeal. Charles M. Vest is president, National Our free-market system, despite its remarkable benefits, is also driven Academy of Engineering, and co- beyond reason by the impact of quarterly earnings. Indeed, a recent poll chair, Committee on Implementing showed that 80 percent of chief financial officers of U.S. firms indicated they would be willing to cut R&D to meet the next quarter’s profit projec- Engineering Messages. tions (Graham et al., 2005). Unhappily, all of these factors tend to make three months the natural business time scale and two years or less the natural political time scale. This is unfortunate for both our nation and the world, because we are facing some very important long-term, strategic issues. The larger forces of macroeconomics and the global economy are driven by factors beyond quarterly reports to Wall Street, and achieving global health as the world population climbs toward nine billion will take time. Mother Nature does not turn on a dime. She goes about her business without worrying about the next election. Her eruptions do not occur on cue, and her responses to human impacts build over decades. War and The 6 BRIDGE

terrorism are also responses that build over decades or Improving and Expanding the even centuries. We seem to have forgotten that a life Engineering Workforce well lived is not dedicated to the thrill of the moment, Most of our larger companies, which are crucial for but to human progress and to leaving a positive legacy advancing and deploying technology-based products for our children and beyond. and services, face a substantial wave of retiring engi- The only way to move beyond the immediate and neers. Perhaps even more critical is the continuing toward the strategic is to focus on widely shared goals. need for a new generation of bright engineers, who, Surely, as citizens of this nation, we have a shared like their predecessors, become innovators and entre- “Mega Goal” of creating and sustaining a nation with preneurs who push the cutting edge of technology, a vibrant economy, good health, security, and a good develop new products and services, and create and fuel quality of life. Indeed, this is the goal, “health, prosper- the enterprises of the 21st century. Indeed, Silicon Val- ity, and security as a nation in the modern world,” set ley venture capitalist Floyd Kwamme has defined his forth explicitly in 1945 by Vannevar Bush in his semi- profession as “the search for good engineers.” nal report, Science the Endless Frontier. Since then, his The need for young engineers is apparent when we report has been the touchstone of science and technol- compare the number of graduating engineers in the ogy policy in the United States. United States with the numbers in other nations and The National Academies 2007 report Rising Above regions (Figure 1). Across Asia, 21 percent of univer- the Gathering Storm: Energizing and Employing America sity graduates earn engineering degrees. In Europe, the for a Brighter Economic Future (NAS/NAE/IOM, 2007) number is about 12.5 percent. The equivalent percent- is a recent example that follows in this tradition. The age of U.S. university graduates who earn engineering report was written in response to a bipartisan con- degrees is just 4.5 percent. gressional request to identify key actions the federal But this situation wasn’t created yesterday. It’s been government should take to “enhance the science and going on for quite a while. So you might ask how U.S. technology enterprise so that the United States can industry has remained technologically successful. The successfully compete, prosper, and be secure in the answer is, in large part, that we have imported a sub- 21st century.” stantial portion of our engineering talent from other I hope we can begin with the assumption that all stake- countries. The openness of our nation, our companies, holders support the Mega Goal of creating and sustain- and our universities to talented engineers from around ing a nation with a vibrant economy, good health, security, and a good quality of life. Next, we must identify the key stakeholders: the American public, young people, and policy makers, as well as industry and academia. Broadly speaking, leaders of industry and universities believe, as do we in the National Acad- emy of Engineering, that to attain the Mega Goal we must have a well educated, globally competitive workforce. In particular, we must increase the quantity and diversity, and improve the quality of our engineer- FIGURE 1 Percentage of undergraduate degrees in the natural sciences and engineering in Asia, Europe, and the United States ing workforce. (for 2006 or the most recent year). Source: NSF, 2010a. SUMMER 2011 7

the American engineering community, diversity generally connotes the inclusion and leadership of more women and underrepresented minorities. For many decades, the drive to increase diversity has been motivated by a desire to correct historical inequities and to be more fair and just. In 21st century America, these historical and ethical motivations remain strong. However, we can no longer delay facing the diversity issue. Continuing underrepresentation and underutilization of ethnic FIGURE 2 Comparison of the percentages of students who intend to major in engineering and the percentages of engineering minority groups is no lon- bachelor degrees awarded in the United States in 2007. Light gray = percentage of entering freshmen who intend to major in engineering. Black = percentage of graduates with bachelor’s level engineering degrees. Sources: DOEd, 2008; NSF, 2010b. ger an option. Our population is changing rapidly, and the world has traditionally been a source of strength minorities, who constitute its most rapidly growing seg- and pride. ment, now account for almost 30 percent of the popula- In fact, openness is the bedrock of our national tion. Nevertheless, they comprise only 9.1 percent of strength. But today, it is also a vulnerability, because Americans working in science and engineering occupa- opportunities for rapid, professional growth are open- tions (NAS/NAE/IOM, 2011). ing up in many other countries, prompting foreign-born Despite their large numbers, only about 5 per- engineers to return home after graduation rather than cent of our recent engineering graduates are African pursuing professional careers in this country. And, to American, and approximately 7.5 percent are Hispanic be frank, the implementation of immigration policy (Figure 3). If these small percentages persist as these and processes, and the world’s perception of openness ethnic groups become larger and larger fractions of our in the United States, have suffered greatly since Sep- population, the number of U.S. engineers will inexora- tember 11, 2001. bly plummet. Add to this that our public primary and secondary school systems are failing many of our youngsters, who, Achieving Gender Balance as a result, are sinking below global standards in STEM Gender balance has been attained much more rap- education, and we have a very big problem. The engi- idly in other professions than in engineering. In fact, neering workforce issue is also greatly exacerbated by only 1.6 percent of recent female graduates of U.S. the fact that more than 50 percent of students who universities are engineers. The percentage of women enter universities with the intention of majoring in in the engineering workforce increased from 8.31 per- engineering leave the discipline before graduation (Fig- cent in 1995 (NSF, SESTAT, 1995) to 11.54 percent ure 2). Thus a major, and painfully obvious part of the in 2006 (NSF, 2006). However, the fraction of young solution to our engineering workforce problem is mak- women pursuing engineering degrees has declined ing engineering education more inspiring and engaging. slightly since then. Contrast this with the legal profession, where Increasing Diversity the percentage of women in the younger workforce Increasing the diversity of our engineering work- increased from 38.99 percent in 1993 to 45.41 percent force is also essential to achieving our Mega Goal. In in 2010 (NALP, 2010). In health professions (dentists, The 8 BRIDGE

Determining Perceptions To appreciate the perception issues we face with the American public, the committee that authored the 2008 NAE report, Changing the Conversation: Messages for Improving Public Under- standing of Engineering, first investigated available polls and studies. They found, for example, that the general public perceives that engineers, more than scientists, create economic growth, strengthen national security, and make strong FIGURE 3 Comparison of the percentages of total bachelors degrees in engineering earned by American Indians, Hispanics, blacks, and Asian/Pacific Islanders. Sources: NSF, 2010c; U.S. Census Bureau, 1999. leaders. However, they also believe that, compared with medical assistants, nurses, pharmacists, and physicians) scientists, engineers do less to save lives, are more insen- women accounted for 74.72 percent worldwide in 2000 sitive to social concerns, and do not care as much about (WHO, 2008). their communities (Table 1). The data mirror the negative view of engineering Diversity and Quality held by many incoming college freshmen. When well- Finally, the diversity and quantity of the engi- prepared first-year university students are asked why neering workforce are directly related to its quality. they do not choose to study engineering, the nearly Research clearly shows that in industry and other orga- inevitable reply is that they prefer to enter a discipline nizational settings, teams of individuals from diverse that will empower them to help others and make the backgrounds consistently arrive at better solutions to world a better place. Unfortunately, this shows that problems and challenges than homogeneous teams engineering as a profession has done a poor job of com- (e.g., Page, 2007). municating what engineers really do, why what they do is important, and why engineering is essential to facing Changing the Conversation the grand, global challenges of our times. So what must we change to increase the quantity, To supplement the Harris data and other prior efforts quality, and diversity of the U.S. engineering work- to understand public perceptions of engineering, the force, a necessary condition to meeting our Mega Goal. committee then commissioned a team of market- Above all, we have to inspire young people to take an ing professionals to conduct additional research. Led interest in science and engineering and educate them by the firm BBMG (one of whose principals, Mitch about the opportunities engineering holds for them. Baranowski, has contributed an article in this issue, Because young people take their cues from parents, p. 11), the team conducted focus groups with pre-teens, teachers, guidance counselors, and the perceptions of with teenagers, and with parents of teens. the general public, we must also change the public atti- This qualitative research showed, among other tude toward engineering and, just as important, ensure things, that young children have a very narrow view that federal and state policy makers have a better- of the engineering profession, equating engineers with informed perspective on the role and importance of people who work on “engines.” Older students had a the national engineering enterprise. In short, all stake- broader view of what engineers might do. They also holders in reaching the Mega Goal must understand knew that engineers must be good at math and science. the centrality of engineering to meeting our country’s However, many of them felt that they themselves were 21st century goals. not intelligent enough to become engineers. SUMMER 2011 9

TABLE 1 Perceived Characteristics of Engineers and Scientists

Engineers Scientists Neither Don’t Know Decline to Answer

Create economic growth

2003 69% 25% 2% 3% –

1998 51% 25% – 5% 1%

Preserve national security

2003 59% 29% 5% 6% 1%

1998 36% 22% – 9% 2%

Would make strong leaders

2003 56% 32% 6% 5% –

1998 47% 28% – 8% 3%

Save lives

2003 14% 82% 1% 2% –

1998 6% 65% – 3% 21%

Are sensitive to societal concerns

2003 28% 61% 5% 5% *

1998 47% 57% – 8% 3%

Care about their communities

2003 37% 51% 5% 6% 1%

1998 24% 46% – 9% 12%

Source: NAE, 2008. Source: Adapted from Harris Interactive, 2004.

Most parents perceived engineers as smart problem a more powerful messaging platform for engineering solvers and thought that engineering would be a good and to convince the engineering community at large career for their child. But they also perceived engineers to adopt it. to be narrowly focused on technical details rather then Following advice from BBMG, and taking into engaged with the social and human dimensions of engi- account its research, the committee crafted a posi- neering projects. tioning statement (Box 1) that defines how we These findings were troubling but not at all surpris- believe engineering should be perceived and provides ing. Mostly they confirmed what the committee already core messages to be delivered in every medium. The suspected: the core of the problem is, at least in part, positioning statement also answers a number of key communication and image. questions, such as what engineers do, who they serve, what makes engineering different from other profes- The Positioning Statement sions, and what benefits engineering (and engineers) Despite the best intentions of the engineering provide to society. community, years of effort to create an accurate, com- The positioning statement is not intended to be pelling image of engineering have fallen far short of shared verbatim with external audiences. It is much that goal. The committee’s challenge was to develop too long and clunky for that purpose. It is meant to The 10 BRIDGE

connection has not improved the appeal of engineer- BOX 1 ing. Therefore, the committee recommended that this New Positioning Statement particular message not be used. for Engineering Second, there were significant differences between the reactions of girls and boys to the messages and in No profession unleashes the spirit of innovation like engineering. From research to real-world applica- their general perceptions of engineering. For example, tions, engineers constantly discover how to improve boys appear to have a more positive opinion of engi- our lives by creating bold new solutions that connect neering as a career choice and are more likely to believe science to life in unexpected, forward-thinking ways. it has a positive effect on people’s lives. Girls found all Few professions turn so many ideas into so many realities. Few have such a direct and positive effect of the tested messages less appealing than boys did. on people’s everyday lives. We are counting on The research found almost no statistically signifi- engineers and their imaginations to help us meet the cant differences among the responses of white, African needs of the 21st century. American, and Hispanic participants in the survey. But the committee noted that this does not necessarily guide the engineering profession’s decisions about how mean that messages should not be optimized for targeted to deliver our core message. populations by taking into account ethnicity, culture, language, and other factors. Developing and Testing Messages BBMG and the committee used the positioning state- Progress toward Change ment to develop a number of succinct messages (Box 2) In the almost three years since the report was pub- that might serve as our public face. They then rigor- lished, the notion that the engineering community ously tested the appeal, believability, and relevance of needs to change its messaging has gained some cur- the messages among several thousand teens and adults rency. A number of engineering schools, includ- through an online survey. To provide sufficient statis- ing Purdue and the University of Colorado Boulder tical power for groups currently underrepresented in (featured as a case study in this issue, p. 23), have engineering, the research cohort included large over- adopted the new messaging platform. The report samples of African Americans and Hispanics. and its recommendations have also been featured at meetings sponsored by the American Society for Engineering Education, the American Association of BOX 2 Engineering Societies, and a variety of other groups Messages Tested in the Online Survey and organizations. In addition, the National Engineers • Engineers make a world of difference. Week Foundation will include a messaging-training • Engineers are creative problem solvers. component in its 2012 E-Week events. • Engineers help shape the future. These positive responses to the report are encourag- • Engineering is essential to our health, happiness, ing, but we are far from reaching the critical mass of and safety. implementation necessary to make a lasting impact on • Engineers connect science to the real world. public attitudes about engineering. Therefore, NAE recently secured support from the National Science Foundation to conduct a follow-on project. Co-chaired The testing yielded two salient findings. First, the by Ellen Kullman, CEO of E.I. duPont de Nemours message that invoked science to illustrate the value of and Company, and me, the goals of the project, which engineering was the least appealing. The committee began last year, are to provide useful and direct assis- felt this showed how strongly perceptions of science tance to the engineering community via an online mes- (and mathematics) have shaped current perceptions of saging “toolkit.” engineering. Our hope is that the Changing the Conversation To put this another way, messages linking skills in sci- website (www.engineeringmessages.org), launched in ence and mathematics to success in engineering have mid-January, will catalyze the growth of a vital commu- clearly reached a wide audience. Although this message nity of messaging practitioners in industry, academia, is correct, the research suggests that emphasizing this government, and the nonprofit sector. The success SUMMER 2011 11

of this campaign will depend on the participation of NAS/NAE/IOM (National Academy of Sciences/NAE/Insti- the very individuals and groups who have a stake in tute of Medicine). 2007. Rising Above the Gathering the future of engineering and of the nation’s innova- Storm: Energizing and Employing America for a Brighter tion engine. Economic Future. Washington, D.C.: National Acad- emies Press. Conclusion NAS/NAE/IOM. 2011. Expanding Underrepresented Minor- Ensuring a vibrant engineering workforce is a neces- ity Participation: America’s Science and Technology Talent sary but not sufficient condition for ensuring a prosper- at the Crossroads. Washington, D.C.: National Academies ous future for our nation. It is part of a mix of factors, Press. including investments in research, promotion of inno- NSF (National Science Foundation). 2006. Women, Minor- vation capacity, and improvements in K–12 STEM ities, and Persons with Disabilities in Science and Engi- education, that require our attention and support. We neering. Table 9-5 Employed scientists and engineers, by know that improved messaging about engineering will occupation, highest degree level, and sex: 2006. Available not, by itself, reverse the disturbing trends noted in the online at: http://www.nsf.gov/statistics/wmpd/sex.cfm. opening section of this article. NSF. 2010a. Science and Engineering Indicators. Appen- We also know that a world-class engineering work- dix Table 2-35 First university degrees, by selected region force is critical to our country’s future prosperity and and country/economy: 2006 or most recent year. Avail- success. We believe that a concerted, rigorous effort able online at http://www.nsf.gov/statistics/seind10/append/ to improve messaging and carry out a broad scale, sus- c2/at02-35.xls. (accessed May 4, 2011) tained campaign over a long period of time can sig- NSF. 2010b. Science and Engineering Indicators. Appen- nificantly help in the development of a high-quality, dix Table 2-12 Earned bachelor’s degrees, by sex and field: diverse engineering workforce. 1993–2007. Available at http://www.nsf.gov/statistics/ The NAE committee working on this project intends seind10/append/c2/at02-12.xls. (accessed May 4, 2011) to call on colleagues in business, academia, and profes- NSF. 2010c. Science and Engineering Indicators. Appendix sional societies to use these messages and their deriva- Table 2-13 Earned bachelor’s degrees, by citizenship, field, tives consistently and persistently to help change the and race/ethnicity: 1995–2007. Available at http://www.nsf. focus from short-term political and financial goals to gov/statistics/seind10/append/c2/at02-13.xls. (accessed May 4, the strategic needs of our nation. 2011) NSF, SESTAT (National Science Foundation/Scientists and References Engineers Statistical Data System). 1995. Characteristics DOEd (U.S. Department of Education). Digest of Education of Scientists and Engineers in the U.S.: 1995. Table B-2 Statistics 2008. National Center for Education Statistics, U.S. scientists and engineers, by level and field of high- Institute of Education Sciences. NCES 2009-020. Avail- est degree attained, sex, and employment status: 1995. able online at http://nces.ed.gov/pubs2009/2009020.pdf. Available online at: http://www.nsf.gov/statistics/us-work- (accessed May 4, 2011) force/1995/tables/tbB02.pdf. Graham, J.R., C.R. Harvey, and S. Rajgopal. 2005. The Page, S.E. 2007. The Difference: How the Power of Diver- Economic Implications of Corporate Financial Reporting. sity Creates Better Groups, Firms, Schools, and Societies. Available online at http://faculty.fuqua.duke.edu/~charvey/ Princeton, N.J.: Princeton University Press. Research/Working_Papers/W73_The_economic_implications. U.S. Census Bureau. 1999. The 18–23 Year Old Population. pdf. Slide 5: Population aged 18–23, by race: United States. NAE (National Academy of Engineering). 2008. Changing Available online at http://www.census.gov/mso/www/pres_ the Conversation: Messages for Improving Public Under- lib/1999pop18/800x600/slide5.html. (accessed May 4, 2011) standing of Engineering. Washington, D.C.: National WHO (World Health Organization). 2000. Global Atlas Academies Press. of the Health Workforce. Available online at: http:// NALP (National Association of Legal Professionals). 2010. apps.who.int/globalatlas/docs/HRH/HTML/SASA_Aug08. Women and Minorities in the Legal Profession. Available htm and http://apps.who.int/globalatlas/docs/HRH/HTML/ online at: www.nalp.org/uploads/PressReleases/10NALPWo Sex_ctry.htm. menMinoritiesPressRel.pdf. The engineering profession hopes to reshape public perceptions by emphasizing its creative aspects and its world-improving impact.

Rebranding Engineering Challenges and Opportunities

Mitch Baranowski

I grew up in Texas, the grandson of a cattle rancher. So I was raised with a notion of branding in its purest form—a mark of ownership. The scar of a brand makes clear for all to see that this cow belongs to The Pitchfork Ranch, or that stallion to The King Ranch. An important feature of a brand is its uniqueness. The Circle-J brand can be easily distinguished from the Lazy-5, and woe to the rustler who gets Mitch Baranowski is founding part- caught using a “running iron” to change one brand into another. ner and chief creative officer of Today, outside of the cattle industry, branding is mostly associated with BBMG in New York. the marketing of products. In this context, a brand is less about ownership than it is about a promise—what a company stands for in the mind of the customer. The promise of a brand is conveyed not only by visual images and messages but also by experience: in the store, on a test drive, during actual usage. Strong brands deliver on their promises. Contemporary marketing practice and theory support branding that goes beyond the traditional idea of a product. Entire industries—such as the dairy industry with its very successful Got Milk? campaign (Manning, 2006)— have adopted the branding concept to remake their public image. Public health causes have also used marketing to create brand awareness. First Lady Michele Obama’s Let’s Move initiative (www.letsmove.gov), which encourages physical activity among children, is an example of this. Branding has also been applied to professions. Nursing, the actuarial SUMMER 2011 13

field, and accounting have all tried to remake their Budweiser is called the “king of beers” for a reason. images with branding campaigns. The engineering If the marketplace is crowded, as it is for alcoholic profession, through the Changing the Conversation beverages, advertisers create a category in which they Initiative, has embarked on a campaign to reposition can claim leadership. Thus Heineken is the leading itself using messages that emphasize its creative side imported brew. Sam Adams is the leading microbrew. and world-improving impact. And Corona is the leading Mexican beer. Does engi- In this article, I describe the conceptual underpin- neering have a leadership position among profes- nings of branding and branding-related challenges and sions? Does it need one? opportunities that may arise as the engineering commu- • Law of Authenticity. Consumers tend to disbelieve nity attempts to reshape public perceptions. generic claims, and they are quick to note a claim Five Laws of Branding that does not match reality. Authenticity is the proof behind a brand’s promise. Does your brand truly Various rules of effective branding have been pro- reflect who you are and what you do? Take Google, posed by marketing experts. I suggest these can be which markets itself largely as an innovation com- boiled down to five simple “laws.” pany. Employees are encouraged to spend 20 percent • Law of the Word. Great brands own one word in the of their time creating new products or enhancements minds of their customers or stakeholders. They have for existing ones. That is how we got Gmail. The law a little piece of our mental real estate. If I suggest the of authenticity may be the most important law in this category cars and the quality of safety, most of us will age of social media, and it presents special challenges think of Volvo. That is the power of branding work- for engineering. ing its insidious magic. Which word does engineering own? Which word does it want to own? • Law of Focus. The power of a brand is inversely pro- portional to its scope. Most of us have never heard The law of authenticity— of a store called Children’s Supermart. Established the most important law in in the late 1940s, Children’s Supermart sold apparel, toys and games, and diapers, but the company was our age of social media— not very profitable. In 1957, rebranded as Toys “R” Us, the company quickly captured 20 percent market presents special challenges share. Today, Toys “R” Us is the largest toy retailer in the United States. For engineering, the question for engineering. is: What one thing sets engineering apart from other professions? We have a clue to the answer in the positioning statement from the Changing the Conver- • Law of Consistency. A brand must stand for some- sation report (NAE, 2008): thing clear and consistent over time. Trends come and go, but brands should stay the same. A brand No profession unleashes the spirit of innovation like engineering. From research to real-world applica- only achieves the equity level of a Nike or Apple or tions, engineers constantly discover how to improve BP if the same message, image, and experience are our lives by creating bold new solutions that connect ascribed consistently to the brand over time. Engi- science to life in unexpected, forward-thinking ways. neering has been remarkably consistent over many Few professions turn so many ideas into so many reali- years in conveying the message that interest and ties. Few have such a direct and positive impact on achievement in mathematics and science are essen- people’s everyday lives. We are counting on engineers tial to success. The Changing the Conversation proj- and their imaginations to help us meet the needs of the ect suggests a shift to a new paradigm. 21st century.

• Law of Leadership. Companies know that leader- Extending the Five Laws ship is an important motivator of consumer behav- I now want to consider some extensions of these five ior. People like to associate with leading brands. laws that are particularly relevant to engineering. The 14 BRIDGE

Brands as Strategic Drivers The best brands close the gap between the strategic Brands should be strategic drivers. That is why orga- and the creative, between the rational and irrational. nizations invest in building a brand. A brand is not A good illustration of this idea is Sloan Kettering’s about a pretty logo and a tagline. An example in the campaign touting the quality of its cancer care with the commercial sector is GE’s ecoimagination™ initia- tagline: “Where you are treated first can make all the tive (http://www.ecomagination.com/). Revenues from difference.” In print ads, the story is told visually with a this brand have dramatically outpaced expectations mother holding a handwritten note that peeks out from and helped drive an increase in R&D at the company behind a young girl sitting in her lap. The note says, (GE, 2011). “Cancer, you said I’d never bear children. My daughter says you are wrong.” Audiences as Co-owners Brand Unity It may seem counterintuitive, but your brand is not really what you say it is. Today, in the age of Twitter and Brands need to work across all media types. From a Facebook, brands are co-owned with their audiences. A design perspective, this means brand unity, consistency, good illustration of this was the advertising campaign developing and following brand guidelines, and inter- for the painkiller Motrin, which targeted “baby-wearing nally monitoring how well the guidelines are followed. moms.” With the tagline, “We feel your pain,” it caused The Product Red campaign, which raises money for the a firestorm online with women who took offense at this global HIV/AIDS crisis by selling numerous licensed, portrayal of the primary caregiver and the implication co-branded products, illustrates how this can be done that child care is painful.1 Essentially, the company effectively without compromising creativity (http:// made the mistake of defining the benefit of the brand www.joinred.com/aboutred). in terms that were not relevant to the target audience. Building from the Inside Out Taking down the campaign and addressing the crisis cost the company millions of dollars. The best brands are built from the inside out. In other words, the brand must be sold internally before it can be effectively sold externally. A key component relevant to engineering is the cultivation of brand A key component for ambassadors, individuals who will represent a brand to the target audiences. An example is Intel’s “Sponsors of engineering is the cultivation Tomorrow” campaign (http://www.intel.com/pressroom/ archive/releases/2009/20090506corp.htm), which visually of brand ambassadors, contrasts the company’s scientists and engineers with individuals who will represent a leather-clad musicians using the tagline, “Our rock stars are not like your rock stars.” brand to the target audiences. Challenges for Engineering Creating a successful brand is difficult and expensive, Closing the Strategic–Creative Gap and it takes time. Branding for engineering faces some The messaging research conducted by the National special challenges that must be taken into account. Academy of Engineering (NAE) and published in Chang- The Legacy Issue ing the Conversation provides a factual basis for efforts to re-brand engineering. But humans are emotional crea- I have already mentioned the issue of mathematics tures who don’t necessarily respond to facts. We respond and science, which is thoroughly discussed in Chang- to stories. We respond to seeing people like us in situ- ing the Conversation (NAE, 2008). Past messaging has ations we want to be in. We are aspirational, and this emphasized academic skill requirements and largely must be taken into account in creative communications. ignored messages associating engineering with social benefits. Because of this legacy, we can expect a slow shift away from the “old” brand, but only with a consis- 1 See http://www.readwriteweb.com/archives/motrin_bows_to_social_ media_pr.php. tent and unified spread of new messaging. SUMMER 2011 15

Achieving Coordination and Consistency Opportunities for Engineering In many respects, engineering is like a decentralized Imagery “industry.” Engineering schools, engineering profes- In the realm of imagery, I see two distinct possibilities. sional societies, technology-focused companies, certain One might be called geek chic, exemplified by the Intel museums and science centers, and even some K–12 example (cited above) or the Geek Squad, Best Buy’s schools and programs all have a stake in the public per- computer repair group. In both cases, the image cleverly ception of the field. But each of these also has unique makes an asset out of a potential handicap and, in the goals, capabilities, and parochial interests. This poses process, creates pride and an identity for employees. obvious challenges to the coordinated, consistent deliv- The second possibility, exemplified by websites such ery of messages. as NAE’s Engineer Your Life (engineeryourlife.org), culti- About 10 years ago, NAE conducted a survey of a vates an image that high school girls will be attracted large number of engineering-focused organizations. to, in this case by featuring slightly older professional In a report summarizing the survey results, NAE esti- women engineers as role models, interactive games, and mated that the engineering community was spend- so on. ing about $400 million annually on outreach to the public (NAE, 2002). The actual total is almost certainly higher, but the larger issue is that these funds were nearly all expended in small amounts on diffuse Many undergraduate efforts by many different types of institutions. Until the Changing the Conversation initiative, no effort engineering programs do was made to move the needle of public perception in a not deliver on messages that more coordinated way. stress creativity and making a The Language Issue Language itself can undermine brand effectiveness. difference in people’s lives. The word “engineering”—how it is used and understood—presents challenges to branding. Many people, for example, do not distinguish engineering from sci- Changing the Experience ence or technology. In addition, engineers themselves Industry, engineering schools, engineering profes- do not always agree on what engineering is let alone sional societies, and others in the engineering com- how to explain it to the public. Messaging can be fur- munity can also change the experience of engineering. ther muddied by attempts to draw attention to a specific This is true both for organizations in which recruitment sub-discipline of engineering, such as mechanical, elec- and retention are at issue and for organizations that trical, or civil engineering. engage external audiences. Organizations can take some immediate steps to The Promise Gap support the development of a new brand for engineer- The promise gap is a challenge for all brands. For ing. An internal assessment of communications efforts engineering, this might mean that the new messages should begin by asking the following questions: suggested by the Changing the Conversation project may not always align well with the experiences of young • Revisit stakeholders: Who is most critical to your people who decide to pursue engineering studies. The success? How do they learn about engineering? What messages stress creativity, solving meaningful problems, will engage this audience? and making a difference in people’s lives. • Audit engineering outreach materials: How might But many undergraduate engineering programs, I am you embed or integrate the Changing the Conversa- told, do not deliver on these messages, focusing instead tion messages? solely on high-level mathematics and science. It does little good to create messages and creative communica- • Review the new positioning statement: How might tions materials if engineering cannot deliver authenti- you pick out key words or themes and build additional cally on the promise. messages or stories around them? The 16 BRIDGE

• Develop talking points: How might executives and create a brand for engineering that is at once relevant, colleagues make effective use of the new messages appealing, and authentic. and materials based on them? References • Focus on storytelling: Who are your messengers or GE. 2011. Ecoimagination Fact Sheet. Available online at ambassadors? What images are you using? http://www.ecomagination.com/about/fact-sheet/. Manning, J. 2006. Got milk? marketing by association. Associa- Conclusion tions Now (July). Available online at http://www.asaecenter. Despite the difficulties of developing an effec- org/Resources/ANowDetail.cfm?ItemNumber=18644. tive brand and the particular challenges facing NAE (National Academy of Engineering). 2002. Raising engineering, I remain optimistic. The engineering Public Awareness of Engineering. Washington, D.C.: community can now take advantage of new, tested mes- National Academies Press. sages and taglines. Combined with appropriate imagery NAE. 2008. Changing the Conversation: Messages for and experience, they offer the engineering community Improving Public Understanding of Engineering. Wash- an opportunity to change the frame of reference—to ington, D.C.: National Academies Press. Despite many challenges, the engineering community is poised to launch an effective outreach campaign.

Framework for a Coordinated Outreach Campaign

Maria Ivancin

Joining forces for protection, to achieve a common goal, or to take advantage of an opportunity is not a new idea. Countries have formed alliances to fight common foes. Political parties have joined forces to advance an issue. In the business world, companies have recognized the need for coop- eration and coordination with suppliers, nonprofits, and even competitors to achieve their objectives. Partnerships, joint ventures, cooperatives, and Maria Ivancin is a professor in other business entities have recognized that organizational goals can often the School of Communication at be more effectively and efficiently achieved by entering into agreements American University and a consul- with others. These types of arrangements often involve outreach efforts (communicat- tant in communication and mar- ing or marketing to an audience or public), which have their own pecu- keting research. liarities in the field of marketing. As the engineering community embarks on a campaign to “change the conversation” and promote engineering to young people and the general public, it might be helpful to draw upon lessons learned from other coordinated outreach campaigns.

Definitions There is no universally accepted definition of a coordinated outreach campaign, although there are many good examples of them. However, one definition that encompasses the broad range of outreach would be any communication/advocacy/marketing/branding/promotional effort involving more than a The 18 BRIDGE single entity working cooperatively and with a unified message around the country, and by all accounts, it has been a strategy to achieve a single goal or serve a shared interest. success. Awareness of the campaign, which continues The heart of a coordinated outreach campaign is in to this day, reached 90 percent by 1995 (www.gotmilk. the words “working cooperatively and with a unified com) (Manning, 2006). message strategy to achieve a single goal or to serve a Got Milk? is a “generic product promotion,” that is, a shared interest.” As these words imply, there must be campaign to increase sales by focusing on a product cate- (1) a reason for entering into a coordinated outreach gory, leaving brand promotion to individual participants campaign (e.g., a problem that must be solved or an in the campaign. This kind of campaign can increase opportunity to be pursued) and (2) a commitment to demand, thereby improving the marketing environ- working cooperatively. ment for an entire industry. This is often referred to as “increasing the size of the pie,” which means that each member’s piece gets larger, but the percentage share is not necessarily affected. A coordinated campaign Commodity foods have been the subjects of coordinated campaigns for decades (e.g., Beef, It’s What’s might influence federal for Dinner; Pork, the Other White Meat; the Incred- spending on R&D or support ible Edible Egg; Orange Juice, It’s Not Just for Breakfast Anymore). These campaigns, which have been highly for STEM education. visible because they target the general public, require large budgets. Many are legislated, and participation by farmers and producers may be mandated to ensure that The words “unified message strategy” are essential, sufficient funding is available for the campaign to have because this strategy is what makes an outreach effort a the desired impact. campaign. These words suggest that planning is involved and that messages are designed to meet the goals of Influencing the Legislative and Regulatory Environment the campaign. The message strategy is also important Commodity campaigns are not just for food products, because it is based on recognition of the role of the target although these may be the most recognizable examples. audience, from whose perspective the campaign must be Industry associations also undertake such campaigns to understood to be about a single thing and not about the monitor and influence the industry’s legislative and reg- different points of view of the participating entities. ulatory environment. Although much of the commu- According to Raising Public Awareness of Engineering nication is through direct contact with policy makers, (NAE, 2002), the engineering community as a whole efforts sometimes spill over into the realm of customers, spent hundreds of millions of dollars to promote public the workforce, or even the general public. understanding of engineering, but because the messages For example, an association may use a coordinated were not developed as a unified campaign, they were outreach campaign to advocate for certain issues (e.g., not very effective. A subsequent report, Changing the environmental issues) and bring the discussion to Conversation (NAE, 2008), recommended a unified the broader voting public. Sometimes these kinds of voice for the engineering community in the form of an campaigns take on the appearance of public service overall message strategy. announcements to forestall government regulation. A There are many reasons for entering into a coordi- prominent example is a responsible-drinking campaign nated outreach campaign. Some of the more prominent funded by the alcohol industry. ones are discussed below. For the engineering community, a coordinated campaign might be aimed at influencing federal spending on Reasons for Launching a Campaign R&D or support for university engineering programs or Increasing Demand STEM programs in local school systems. Got Milk? is the quintessential example of a coordi- Workforce Recruitment nated outreach campaign. Initiated by the California Milk Processor Board in 1993 to increase milk con- Coordinated outreach campaigns might also be used sumption in California, it was adopted by dairy boards to promote workforce recruitment. In some industries SUMMER 2011 19

and professions, competition for employees can be every bit as fierce as competition for customers. Just as generic BOX 1 product promotion can increase demand for a product, In the 21st century, our nation should have a vibrant workforce-focused coordinated outreach campaigns can economy, a healthy and secure populace, and a high increase the supply of potential employees. standard of living. To meet this goal we must increase In some cases, societal trends, such as immigration, the quantity, quality, and diversity of our engineering education, or demographic or lifestyle changes, affect workforce. To achieve that, we need to change the way people perceive and talk about engineering. the workforce. These issues are best addressed on the industry (or profession) level. In other cases, the image – NAE President Charles M. Vest of an industry or profession may keep people from enter- (Changing the Conversation website, http://www.engineeringmessages.org) ing that particular field. Workforce issues are a key focus of outreach efforts for the engineering community, but this issue must be approached on two levels. A coordinated campaign can the country as a whole, which urgently needs large num- help stimulate interest among students to pursue engi- bers of well educated engineers to support U.S. competi- neering degrees and careers, but for such a campaign to tiveness and a sound economy (Box 1). be effective, there must also be an overall change in the way engineering is perceived. Challenges to Coordinated Outreach Campaigns Image Building Implementing a coordinated outreach campaign General image building can be part of generic promo- raises many challenges, primarily because of the need tion and the workforce issue, or it can be the primary pur- for coordination among participating entities that may pose of a campaign. Some industries or professions (e.g., have complicated relationships. Is there already a man- funeral directors, the oil industry after the BP spill) have agement or organizational structure, or does one have a high threshold to cross to create a positive public image. to be established to administer the campaign? How Image building campaigns can be “external,” that is, loosely/formally organized is the industry or commu- the target audience may be important to the industry nity? How diverse are the entities in terms of role, size, even though it is not directly related to it (e.g., custom- and stature? Will the individual entities benefit equally ers, potential workers, legislators). Or the campaign from the coordinated effort? can be “internal,” that is, directed to people currently in the industry to improve morale or increase profes- Participants and Decision Makers sional pride. General image campaigns may follow The first of many challenges is determining who will a crisis that befalls an industry, a time when pooled be involved in the campaign and who will make deci- resources and a unified voice can be more effective sions. For campaigns by existing industry associations, than individual voices. professional societies, or other alliances, these questions probably will not arise. For other campaigns, the players Other Goals must be identified and encouraged to participate. A campaign to change the conversation about engi- For the engineering community, the players, or neering will have several goals. It will certainly address participants, have been defined broadly in an NAE the workforce issue, but it must be much broader than project called Changing the Conversation: From that. Encouraging young people to pursue careers in Research to Action (http://www.nae.edu/Activities/ engineering will require that the profession also have a Projects20676/26426/20762.aspx): favorable image and that the public have a better under- “Engineering community” refers to the broad set of standing of what engineers do. organizations that either (1) develop or support the The engineering community must develop a unique, development of engineering talent, (2) employ engi- favorable, compelling brand identity that convinces the neers in substantial numbers, or (3) have as a major part target audiences to view engineers and engineering in a of their mission communicating with the public about new way. The beneficiaries of this campaign will be not engineering and related technical subjects. These orga- only the engineering community, but also, ultimately, nizations include: schools of engineering; engineering The 20 BRIDGE professional societies; technology-intensive industries; interests are often difficult to quantify. In addition, the industry associations; federal agencies and R&D labo- organizational infrastructure of the campaign may be ratories; design and contracting firms; certain print, loose or unclear. broadcast, and Internet-based media; and museums and The newness of a situation (e.g., a “first-ever cam- science and technology centers. paign” to promote something) might also make it more This all inclusive definition identifies stakeholders in difficult to secure financial support. In these situations, the campaign. However, the question of control (i.e., external funding (e.g., from the National Science Foun- planning, implementation, and decision making) must dation) or internal funding from a single source (e.g., still be answered. With such a variety of subgroups a so-called “angel”) may be the most viable options, (industry, schools of engineering, federal funders of rather than mandatory, or even voluntary, contributions R&D, etc.), which probably have different fundamen- from each member. tal goals and target audiences, the decision concerning For the engineering community, because of the control presents a considerable challenge. absence of a single organization with the authority to levy a fee, funding will likely be on a voluntary basis. This presents a serious challenge but does not make the The more disparate the campaign impossible. Consistency and Coordination stakeholders, the more difficult Perhaps the most important challenge in implement- it is to identify and account for ing a coordinated outreach campaign is maintaining consistency and the coordination this requires. From competing interests. the perspective of the target audiences, the campaign must be unified, and to have the greatest impact, the message must be delivered in a consistent way. The Competition more entities involved and the less formalized the orga- Competing interests are unavoidable in dealing nization, the more difficult it is to coordinate activities with multiple entities, and working cooperatively goes and ensure that the message is uniformly delivered and against normal business practice in most situations. activities are executed as planned. In engineering, there may be competition for consult- Coordination must be achieved through the support ing projects among companies, but more important, of the participating groups. A concerted effort must there may be competition for engineers to fill jobs. In be made to convince all stakeholders to use campaign addition, engineering schools must compete for stu- materials and incorporate the message into their activi- dents, and engineering societies try not only to build ties. In other words, a communication or educational their memberships but also to attract students to their campaign must be targeted to stakeholders first to per- disciplines. suade them of the value of the campaign. Competing interests might also affect the messages Stakeholders must become the gatekeepers of the or goals of a coordinated campaign. The interests of a campaign. They must be convinced that (1) the over- museum, for example, may be very different from those all mission and goals are valid and worthwhile; (2) the of an engineering school or a Fortune 500 company or methods of achieving those goals are effective; and a federal agency. The more disparate the stakeholders, (3) the campaign will not adversely affect their market- the more difficult it is to identify and account for all ing efforts. They must feel that messages and materials competing interests. are in keeping with their own organization’s image and that they blend well with their marketing or commu- Funding nication efforts. The importance of meeting this chal- There are several ways of funding coordinated out- lenge cannot be overstated. reach campaigns, from mandated “check offs” or levies The recently launched Changing the Conversation to voluntary dues to angel funding. Competing inter- website (www.engineeringmessages.org) is intended, at ests among the participants can make funding more least in part, to address consistency and support chal- challenging because the perceived benefits for different lenges. The site not only provides messages for the SUMMER 2011 21

campaign and some recommendations on how the mes- favorable attitude toward the career. These may not sages should be used, but it also encourages the players be entirely predictive of a youngster actually entering to share experiences and learn the most effective ways the field, but they are necessary to making the decision. to incorporate the messages into their own outreach or For the goal of improving technological literacy, aware- marketing efforts. The latter will be a critical element ness of the role of engineering in innovation, or even to the success of the campaign. the image of engineers in society, may indicate that the campaign has had an impact. Measuring Effectiveness All outreach campaigns should be evaluated to Essential Conditions for Success determine their effectiveness. The metrics depend on The engineering community’s efforts to change its the objectives or purpose of the campaign. Typically, public image are in some ways more challenging and the most stringent measure is the actual outcome of the ambitious than those of other coordinated outreach campaign. For example, generic product promotion campaigns. The disparate nature of the stakeholders, campaigns are implemented to increase sales, so sales the lack of a single coordinating mechanism, and dif- would be the outcome measure. Legislative campaigns ficult funding issues all contribute to the challenge, but are attempts to impact the legislative process and can there are three areas the engineering community should be judged by their success on that score. focus on to ensure success: the message strategy, the For campaigns that seek to promote an opportunity frequency and consistency of message delivery, and the rather than fix a problem, the outcome may be elusive, mechanism for coordination and control. because there is no point of comparison—essentially no “control group” in the experiment—because we do not know what the result would have been if there had been no campaign. The results of a campaign to For image campaigns, the outcome may be even more encourage young people difficult to determine, or it may be difficult to attribute changes directly to the campaign. For example, the to become engineers may not results of a campaign to encourage young people to become engineers may not be apparent for a decade. be apparent for a decade. The goals of “sustain[ing] the U.S. capacity for technological innovation” and “improving technological literacy” (NAE, 2008) will be a challenge to measure on The Message Strategy their own, but given the number of variables, correlat- The messages used in the campaign must be based ing results with communication efforts and determining on a sound strategic foundation that will resonate with causation will be nearly impossible. the target audience. This is true of any campaign, but Therefore, other measures may be used to determine it is especially important for a coordinated campaign in the effectiveness of a campaign. For example, process which the target audience cannot rely on an organiza- measures focus on the effort expended in the campaign tion or existing brand image to define the campaign. (e.g., how many times was a message used, how many The message strategy unifies the campaign. articles were written using the message, how many visits For the engineering community, there will be several to the website, etc.). specific messages, but they must be closely related and Impact measures can indicate whether a campaign based on an overarching positioning statement (Box 2) actually had an effect or impact on the target audience. for the engineering brand. Specific messages, taglines, Typically these include measures of awareness, knowl- and even visual presentations should tie into this strat- edge, and attitudes. egy. The engineering community is in a strong posi- One goal of the Changing the Conversation cam- tion to succeed because its message strategy is based paign is to encourage young people to go into engineer- on sound research about the target audience con- ing. Before a young person can make that decision, s/he ducted by the Bemporad Baranowski Marketing Group must be aware of engineering as a field, be knowledge- (BBMG) and presented in Changing the Conversation able enough to make a sound decision, and have a (NAE, 2008). The 22 BRIDGE

The engineering community is already in the early BOX 2 stages of the educational process. The Changing the New Positioning Statement Conversation website can be a focal point of the cam- for Engineering paign, ensuring control over messages by educating the many players in the community on the best way to use No profession unleashes the spirit of innovation like engineering. From research to real-world applica- them, as well as on the need for the outreach campaign. tions, engineers constantly discover how to improve By harnessing technology and embracing the changing our lives by creating bold new solutions that connect media landscape, the website can reduce the amount of science to life in unexpected, forward-thinking ways. funding necessary for the campaign, provide an effective Few professions turn so many ideas into so many realities. Few have such a direct and positive effect method of reaching younger audiences, and improve on people’s everyday lives. We are counting on monitoring of results. engineers and their imaginations to help us meet the A single, central coordinating body would simplify needs of the 21st century. the communication of messages to the target audience. Changing the Conversation (NAE 2008) Possible leaders of a coordinated outreach campaign for engineering include NAE, the National Society for Engineering Education, or an existing or new coalition, Frequency and Consistency such as Change the Equation, which was recently estab- Frequency is essential to ensuring that messages are lished by President Obama. effective in persuading individuals to act. Especially in Even though this kind of outreach activity is not a an environment in which the target audience is being primary mission for any of these organizations, they may bombarded by information, a consistent message is be in a position to coordinate parts of the effort if not essential to breaking through the clutter and reinforc- the entire campaign. Opinion leaders and influential ing awareness and attitudes. people in the engineering community can also play a The large, varied engineering community encom- leadership role, particularly in influencing stakeholders passes many players who are interested and dedicated to participate in the campaign. to this cause, and the sheer size of the community and its resources has the potential to bring its messages to A Hopeful Conclusion a wide audience. If most of the stakeholders adopt the Although the engineering community faces many same messages and use them consistently in even a por- challenges, none of them is insurmountable. Indeed, tion of their marketing or outreach efforts, the campaign achievements to date have set the engineering commu- could achieve the necessary frequency to ensure success. nity’s campaign in the right direction. First, the need for a coordinated campaign has been identified and well Mechanism for Coordination and Control: defined. Second, the messages that have been devel- Educating Stakeholders oped are strong and based on solid research. Third, To ensure frequency and consistency, there must be the importance of consistency and frequency is clearly a mechanism for coordinating activities. Stakeholders understood. Finally, the community is actively engaged need an incentive to use the messages and support the in determining the best methods to ensure the success campaign. They also need to be given tools, knowledge, of the campaign. and resources for using the messages and materials in the right way. Stakeholders must be convinced that the References campaign will benefit them, which may require an edu- Manning, J. 2006. Got Milk? marketing by association. Associa- cational campaign directed to them to explain potential tions Now (July). Available online at http://www.asaecenter. benefits of the campaign as specifically as possible. Even org/Resources/ANowDetail.cfm?ItemNumber=18644. though a large portion of the engineering community NAE (National Academy of Engineering). 2002. Raising may agree that a campaign is necessary, many may still Public Awareness of Engineering. Washington, D.C.: have to be convinced that they themselves will benefit. National Academies Press. An important part of the education process is to show NAE. 2008. Changing the Conversation: Messages for results. Stakeholders may be more likely to participate Improving Public Understanding of Engineering. Wash- if there are some short-term successes. Once they see ington, D.C.: National Academies Press. tangible results, the risk of participating will be reduced. The University of Colorado Boulder TEAMS Program reaches thousands of youngsters annually.

Who Should Be an Engineer? Messaging as a Tool for Student Recruitment and Retention

Janet L. Yowell and Jacquelyn F. Sullivan

Choose a job you love, and you will never have to work a day in your life. —Confucius Being an engineer takes creativity, hard work, and perseverance. As Janet L. Yowell Marie points out in the excerpt below, excelling in engineering, as in other professions for which excellence is the goal, also takes desire. “Why do you want to be an engineer? It is sooo hard!” Marie, a current Ph.D. engineering student at the University of Colorado Boulder, was asked this question by a young woman she was mentoring through a local community education program. “Anyone can be an engineer,” Marie answered. “You can do it also. You just have to want to do it.” According to educational researchers, compared to people in other professions, K–12 students and teachers have a poor idea of what engineers do (NAE, 2008). And no wonder! Take a look at the TV lineup of sitcoms, most of which are based on the lives of physicians, lawyers, investigators, Jacquelyn F. Sullivan and police officers. Few media outlets provide opportunities for people to be entertained or informed about the lives of engineers. Consider some real-world examples we’ve encountered when implementing our NSF-funded GK-12 TEAMS (Tomorrow’s Engineers . . . creAte.

Janet L. Yowell is associate director of K–12 engineering education, and Jacquelyn F. Sullivan is associate dean of engineering at the University of Colorado Boulder. The 24 BRIDGE

engineer in the making, He is already applying creative processes that could be used in engineering design. Humberto’s original question, “Can engineers have Mohawks?” is loaded with possibilities, as he explores his own identity as a future engineer. In a way, he is already asking “Can I be an engineer?” Yes, indeed . . . who really belongs in engineering?

The Problem—or Challenge The United States has to do a better job of identifying and nurturing mathematically talented young people, regardless of their gender, race, or national origin (Hyde and Mertz, 2009). As stewards of K–12 engineering Figure 1 CU Boulder Engineering Fellow, Abigail Watrous, and 6th grade student, education, counselors and teachers often raise concerns Humberto. about the type of student who might become an engineer. If we received a dollar for every time we have been iMagine. Succeed.) Program at the University of Colo- asked by a student, teacher, or parent, “Can my child rado Boulder: be an engineer?” or “What type of student can endure the rigorous study it takes to be an engineer?”, we could A 4th grade girl, learning for the first time about engineering, asks her University of Colorado engineering reduce our fundraising to a minimum. fellow,1 “Miss Jodi, can engineers wear make-up?” Jodi, Unfortunately, we disadvantage our nation’s young a master’s student in chemical engineering, replies, “You people during their identity-forming years by referring to bet they can.” engineering as a “rigorous,” math-dominant, “unattain- able” career. Rarely, if ever, do we hear the medical pro- An enthusiastic 6th grade Latino boy shyly approaches fession marketed by emphasizing that becoming a doctor his engineering fellow and asks, “Miss Abby, can engineers have Mohawks?” Abby, a Ph.D. student in civil takes “years of rigorous study.” engineering, replies, “Yes, Humberto,2 they sure can! In addition, people believe that by becoming doctors Engineers can wear their hair any way they want!” they will be helping others. But engineers, whose efforts also contribute to the health, happiness, and well-being Humberto and many other Latino boys in his middle of society, are not widely known as people who help school are bringing back the Mohawk hair style with others. At best, we market engineering as “problem passion and creativity—honing their skills by practic- solving”—which pales in comparison to helping people ing and sharing ideas among friends (Figure 1). Pas- in the minds of young people . . and adults. sion. Creativity. Practice. Sharing ideas. If we stretch our Based on a perception of the gender-appropriateness thinking, the creation of a 6th grader’s Mohawk has of certain occupations, children may start to think characteristics in common with the innovation process about “jobs” and form their career identities as early that underlies engineering. as 3rd grade (Turner and Lapan, 2005). They won- The steps in the creation of Humberto’s Mohawk der if they will grow up to be policewomen, teachers, are loosely analogous to the steps in the engineering ballerinas, dentists, basketball players, or, especially, design cycle: identify the problem (need a bold hairstyle), doctors. They seldom imagine that they will become brainstorm design solutions (lots of popular hair styles out engineers. Their early perceptions of engineering—if there), select a design to prototype (Mohawk style, short they are even aware of the field—are of a not-so-fun job length), create/build, analyze, test, and iterate (do it again that can only be done successfully by people who love and again until you meet your requirements and you look both math and science. cool). From this perspective, Humberto might be an On average, girls and women tend to prefer working with people, whereas boys and men tend to work 1 The University of Colorado Boulder Graduate STEM Fellows in K–12 with things (Lubinski and Benbow, 2006). Research for TEAMS Program is funded by the National Science Foundation, GK-12 grant no. DGE0946502, and private foundations. the 2008 NAE Changing the Conversation study revealed 2 Not the student’s real name. that young girls preferentially select images of women SUMMER 2011 25

doing engineering, whereas boys select images of things a parent or educator may perpetuate the myth that she that represent engineering. must love math to pursue engineering and dissuade her If these tendencies are representative, then engineer- from preparing for an engineering future for fear that ing should be appealing to both boys and girls, because she will fail because she does not love the rigor of math. engineers work with both things and people. But this In reality, not only can she become an engineer, but obviously isn’t so. Women do not flock to engineering even if she at most likes math, she is likely to outperform colleges clamoring to get in, but men do. her male counterparts in college and graduate school Therein lies the challenge—correcting a misunder- and earn a grade point average at or above the mean standing about what engineers do that results in an for her school (Lord et al., 2009). Love of math pales inability to attract representative numbers of individ- in comparison to her competent doing of math. And uals from all sectors of our population. Even though yet, that lack of love for math may be a show stopper for engineering is in dire need of diversifying to reflect the many, many girls. And boys. That’s one misunderstand- richness of our rapidly-changing demographics, and ing we can all help fix. even though we are a nation in which women preferentially attend college and students of color are the large majority in many K–12 schools, we fail to attract either to attend engineering schools in quantity. Engineers don’t have to To meet the need for an adequate, diversified, educated engineering workforce by 2020, engineering love math any more than colleges and the engineering profession must adapt physicians have to love now to ensure that engineering is appealing to people from all walks of life—young people, to be sure, but organic chemistry. also the people who influence their early academic choices. Teachers, counselors, parents, and society at large must embrace the idea that engineering is a Although young women dominate the top deciles of helping profession and that, to a large extent, it shapes U.S. high school graduates, they have a minimal pres- the health and welfare of people everywhere, as well as ence among high school students who imagine pursuing the health and welfare of our planet. careers in engineering (Sullivan, 2006). The persistent absence of a substantial female—and minority—pres- The Myth ence in our male-dominated field, a long-recognized Over the past decade, the TEAMS Program at the issue in higher education, has fueled the debate about University of Colorado (CU) Boulder has engaged thou- gender equity, social justice, and professional diversifi- sands of girls and boys in grades 3–12 in weekly hands- cation (Lord et al., 2009; Watson and Froyd, 2007). To on, standards-based engineering lessons and activities increase the presence of women and underrepresented that inspire discovery and innovation. As custodians minorities in the engineering landscape (output), engi- of engineering education in this early stage of the value neering programs must attract them in droves (input). chain, the same questions emerge year after year among And while we are at it, we should also focus more on K–12 students: Must engineers love math? Can I be first-generation college-bound students. an engineer (sometimes embedded in questions such as Among many environmental and cultural influences, “can engineers have Mohawks”)? poor self-efficacy (i.e., and nagging suspicion, common The answer to the math question is no, engineers in females, of being unable to perform) low academic do not have to love math. They do, however, have to self-esteem, and early misperceptions of engineering develop competent math skills and know how to use math influence a female student’s educational attainment concepts. Consider how different a child’s early percep- and choice of career (Buchmann et al., 2008; NAE, tion of engineering would be upon hearing that she does 2008). The same is true for Latino, American Indian, not have to love math to imagine her future as an engi- and African American students, all of whom are also neer. Perhaps she is a capable math student but does underrepresented in the engineering profession (Lord et not particularly love it—any more than a budding phy- al., 2009). These students don’t need “fixing” to find a sician might imagine loving organic chemistry. Sadly, home in engineering. But our system needs fixing, if we The 26 BRIDGE expect to tap into the rich diversity of experience and As we have seen, both adults and teens strongly asso- perspective that today’s 3rd graders (the fall 2020 enter- ciate engineering with mathematics and science skills ing engineering class) could bring to our profession. much more than with problem solving, creativity, or having a positive impact on the world (NAE, 2011). Engineering and the Future Even though engineering is about doing things for the Engineers want to be perceived by the public as benefit of society, teens—and adults—rarely make that members of an important, challenging, helping pro- connection. fession that contributes to society. However, many It is frustrating to have to remind the public that people have difficulty separating “engineering” from virtually every technology engineers design/create is “science” and “technology” (NAE, 2011). An early intended to meet a societal need or desire and that lesson in the University of Colorado Boulder TEAMS most safety-related technologies—from airbags and the Program, which reaches thousands of youngsters annu- air traffic management system to food handling equip- ally, is the importance of distinguishing between sci- ment and smoke detectors—were designed by engineers ence and engineering, which we often characterize as (NAE, 2011). The availability of clean drinking water follows: scientists explore the universe and investigate is taken for granted, and the capability of loading more that which already is, and engineers create that which than 10,000 songs onto an iPod® is an expectation. has never existed before. In essence, engineers create To offset the embedded (mis)perceptions about engi- “stuff”—new knowledge, new things, new processes— neering and the engineering profession, something must that address the wants and needs of people and our change—and that change must be systemic and perva- planet. Young people are fully capable of understand- sive in our schools, homes, and culture. The question ing the difference. facing us now is how we can undo centuries of unin- According to the U.S. Census Bureau, by 2050, about tended ignorance about engineering and initiate sys- half of the U.S. population will be nonwhite. This will temic change. mean that engineering solutions must meet the needs Technology is pervasive in the lives of teenagers: and desires of more diverse consumers (Sullivan, 2007). 62 percent of 12 to 17 year olds use the Internet to read This will also mean that to maintain U.S. technological about current events or politics; 48 percent shop online; capability and capacity, the engineering profession will and 75 percent have cell phones (Lenhart et al., 2010). have to draw more heavily on individuals from under- The disconnect between our nation’s young people, represented groups (NAE, 2011). who are using technology at an increasing rate and those who are looking for opportunities to be agents of change at the forefront of creating technologies is astonishing. As long as young people do not know much about engi- The question is how we can neering or have a skewed view of what it means to be undo centuries of unintended an engineer—or even who belongs in the profession— we cannot expect them to seriously consider careers in ignorance about engineering engineering (NAE, 2011). and initiate systemic change. Changing the Conversation Rasing Public Awareness of Engineering (NAE, 2002) and Changing the Conversation (CTC) (NAE, 2008) However, our goal of drawing on a diverse citizen- have provided a pathway toward enlightening students, ry will not be realized as long as minority women and parents, and teachers about the creativity and inspiring men—and women of all ethnicities—continue to reject nature of engineering. They also address the importance engineering futures. So how can we prepare and recruit of informing the public about opportunities afforded by a talented population representative of our nation’s rich engineering and encouraging K–12 students to pursue demographic makeup into the engineering fabric? For futures in engineering. starters, we must change the messages that pervade our Even though the number of women in higher edu- society about engineering, who engineers are, and who cation is skyrocketing, a shocking 1.6 percent of them they should be. complete undergraduate degrees in engineering (NSB, SUMMER 2011 27

2010; Snyder et al., 2009). This statistic reflects a bro- ken K–16 educational system that is not poised to serve our nation’s—or our planet’s—future. If we can take the information learned through the CTC study and implement strategies throughout our industry and educational system to inform and increase awareness of a positive image of engineering, we might, slowly, but eventually, realize a shift in students’ thinking about engineering futures. Only then can we expect an appreciable change in who and how many choose to pursue engineering futures.

Implementing an Engineering Messaging Campaign at the University of Colorado Boulder Beginning in 2008, the CU College of Engineering and Applied Science overhauled its recruiting and marketing materials to capitalize on the CTC messages and preliminary taglines and married them with the whim- sical, stylistic graphics created by the WGBH Engineer Your Life (EYL) (http://www.engineeryourlife.org) campaign to create postcards, flyers, and web-based tools that resonate well with younger audiences and adults. The communications materials make use of fun, funky FIGURE 2 “Messaged” flyer for the CU Boulder Diversity Sampler activity. fonts; bold, vibrant colors; and gender-friendly colors (even some flowers); and images of people interacting evidence also suggests that the recruiting pieces and with technologies to highlight the relevance of engi- consistent theme of “Be an Engineer” catch the eye of neering for young people. college-bound teenagers and positively impact recruit- These strategic, contemporary designs, coupled with ing outcomes. well-messaged words on flyers about engineering events Feedback suggests that the CTC messages and taglines have stimulated interest among female and minority effectively inform audiences that engineering is a fun, students to take a look at—and ultimately attend—our rewarding career about helping others and shaping our planet engineering college, thus substantially expanding participation. Attendance at both Diversity Sampler, a minority student-focused recruiting event (Figure 2), and Women Explore Engineering day, a one-day program for high school girls, quadrupled this year alone. Concurrently, in late 2008, we combined EYL designs with images of our diverse engineering students in their lives beyond academics and CTC messages to create “messaged” recruiting postcards (Figure 3). Although it is impossible to determine the exact impact of changing our messaging to be more engaging and relevant, our enrollment of women engineering students in fall 2009 and 2010 increased sharply—from our five-year average of 19 percent to more than 24 percent. At the same time, enrollment of minority students was up 67 percent in 2010 over our prior five-year average FIGURE 3 “Messaged” recruiting postcard that combines EYL designs and images and is on target to be even higher for 2011. Anecdotal of engineering students outside the classroom. The 28 BRIDGE

a. b.

FIGURE 4 a. The before flyer for the Women’s Manufacturing Workshop. b. The after “messaged” flyer for the same event. and that it deserves further consideration as a personal • Engineers are creative problem solvers. pursuit. Teachers and parents frequently tell us that they • Engineers make a world of difference. wish they’d known engineering was that interesting and could go back themselves and become engineers. • Engineering is essential to our health, happiness, and Messaging materials continue to be refined at CU safety. Boulder, and the CTC messages continue to drive all • Engineers help shape the future. aspects of our recruiting—every letter, every presentation, every poster, every program flyer. Our initiative The seven preliminary taglines are: has been greatly improved by the addition to our team • Turning ideas into reality of a graphic designer who has given the messages a youthful, society-focused look. • Because dreams need doing [which tested best across The CTC messages encapsulate who we are as engi- genders] neers and how we view the role of engineering in the • Designed to work wonders world. CTC has not only changed our conversation but • Life takes engineering has literally changed us. Every bit of recruiting material from our college—including presentations by deans—is • The power to do augmented with the CTC messages and/or taglines and • Bolder by design is designed to “hook” young people on the giving back aspect of an engineering future. And, in so doing, we • Behind the next big thing as deans are also energized by the messages we deliver. Internal communications at CU Boulder have also The four messages that tested best in the Changing the changed significantly. For example, attendance at our Conversation (NAE, 2008) study are: undergraduate Women’s Manufacturing Workshops SUMMER 2011 29

tripled this year after we implemented a new recruit- Lenhart, A., K. Purcell, A. Smith, and K. Zickuhr. 2010. ing flyer that combined the EYL template, CTC find- Social Media & Mobile Internet Use Among Teens and ings, and (shamelessly) flowers (Figure 4). We like that Young Adults. Pew Internet & American Life Project, Feb- outcome! ruary 3, 2010. Fun, well-messaged flyers inviting current engineer- Lord, S.M., M.M. Camacho, R.A. Layton, R.A. Long, M.W. ing students have helped to increase attendance at myr- Ohland, and M.H. Washburn. 2009. Who’s persisting in iad community events. But our goal isn’t just fun. Our engineering? a comparative analysis of female and male hope is that these efforts to build community will ulti- Asian, Black, Hispanic, Native American, and white stu- mately improve retention of our engineering students. dents. Journal of Women and Minorities in Science and Engineering 15: 167–190. Conclusion Lubinski, D., and C.P. Benbow. 2006. Study of mathemati- The engineering community can, and must, figure cally precocious youth after 35 years: uncovering ante- out how to market our profession to attract talented, cendents for the development of math-science expertise. well prepared women and underrepresented minorities. Perspectives on Psychological Science 1(4): 316–345. Ultimately, this will change the engineering landscape NAE (National Academy of Engineering). 2002. Raising and help sustain U.S. capacity for technological inno- Public Awareness of Engineering. Washington, D.C.: vation, interest young people in engineering careers, National Academies Press. and improve technological literacy (NAE, 2008). The NAE. 2008. Changing the Conversation: Messages for CTC report and the engineering profession have issued Improving Public Understanding of Engineering. Wash- a call to action to help change perceptions of engineers. ington, D.C.: National Academies Press. However, it will take all of us—educators, professional NAE. 2011. Engineers–How Are You Changing the Conver- engineers, industry, government, and researchers— sation? The CTC Community. Available online at http:// working together to make that change a reality—and www.engineeringmessages.org/. Accessed April 21, 2011. we need results now. NSB (National Science Board). 2010. Science and Engineer- It’s time for years of public misperceptions about engi- ing Indicators 2010. NSB 10-01. Arlington, Va.: National neering to be unraveled and to put in place strategic, Science Foundation. consistent practices to change the future of engineering in Snyder, T.D., S.A. Dillow, and C.M. Hoffman. 2009. Digest our nation. We can start by asking ourselves if it is time of Education Statistics 2008. NCES 2009-020. National to change the conversation in our own organizations. Center for Education Statistics, Institute of Education Sci- ences, U.S. Department of Education. Washington, D.C. Acknowledgment Sullivan, J.F. 2006. A call for K–16 engineering education. This material is based in part on work supported by The Bridge 36(2): 17–24. the National Science Foundation under Grant No. Sullivan, J.F. 2007. Lessons from the sandbox. PRISM, DGE0946502. However, opinions, findings, and con- American Society for Engineering Education 16(5). clusions or recommendations expressed in this article Available online at http://www.prism-magazine.org/jan07/ are those of the authors and do not necessarily reflect last_word.cfm. the views of the National Science Foundation. Turner, S.L., and R.T. Lapan. 2005. Evaluation of an inter- vention to increase non-traditional career interests and References career-related self-efficacy among middle-school adoles- Buchmann, C., T.A. DiPrete, and A. McDaniel. 2008. Gen- cents. Journal of Vocational Behavior 66: 516–531. der inequalities in education. Annual Review of Sociology Watson, K., and J. Froyd. 2007. Diversifying the U.S. engi- 34: 319–337. neering workforce: a new model. Journal of Engineering Hyde, J.S., and J.E. Mertz. 2009. Gender, culture, and mathe- Education 96(1): 19–32. matics performance. Proceedings of the National Academy of Sciences 106(22): 8801–8807. WGBH is using the multimedia resources of two major projects to engage young people in innovative ways.

Engineering a Change in Perception Engineer Your Life and Design Squad

Marisa Wolsky

In an address to the National Academy of Sciences on April 29, 2009, President Obama challenged his listeners: “I want us all to think about new and creative ways to engage young people in science and engineering…I want you to know that I’m going to be working alongside you. I’m going to participate in a public awareness and outreach campaign to encourage students to consider careers in science and mathematics and engineering— because our future depends on it” (White House, 2009). Marisa Wolsky is executive Considering that the percentage of students graduating with engineering producer at WGBH Educational degrees has been declining steadily (NSF, 2006), especially among women Foundation. and minorities (in 2007, only 12 percent of bachelor’s degrees in engineering were awarded to black and Hispanic students, and just 19 percent were awarded to women [NSB, 2010]), a great deal of work must be done to meet the president’s challenge. WGBH has taken the first steps by developing messages that promote a positive image of engineering and delivering these messages to engage young people in innovative ways through the multimedia resources of two projects—Engineer Your Life (EYL) and Design Squad. Both projects have had a significant impact on girls and boys from a broad range of backgrounds.

The Importance of Messaging Imagine you are thinking about buying your first home, and a house with a “For Sale” sign catches your attention. The real estate agent tells you the SUMMER 2011 31

house will require time-consuming repairs, the rooms professionals on communicating with young people are small, the price is too high, convenient public trans- about engineering careers. portation is not available, and so on. Would you make Tackling the engineering image problem is also the an appointment to see that house? Probably not. driving mission behind EYL’s sister project, Design Now imagine you are a high school student thinking Squad. Funded by NSF and numerous engineering foun- about studying engineering. You talk to the only engi- dations and corporations, Design Squad is a Peabody- neer you know, and he says you will have to excel in and Emmy-Award winning PBS reality competition math and science, take some of the toughest courses the show. On each episode, two teams of teenagers design school offers, and so on. Would you choose engineering and build projects for real clients—such as cardboard as your college major? Probably not. furniture for IKEA, hockey net targets for the Boston The first scenario is fictional, but sadly, the second Bruins, and low-cost peanut butter machines for a occurs every day all over the country. When it comes women’s collective in Haiti. to engineering, as cartoonist Walt Kelly’s Pogo once A spin-off television series, Design Squad Nation, observed, “We have met the enemy, and he is us.” brings the excitement of the original show to children in After years of debate and sporadic, poorly coordi- the United States and around the globe. In 10 episodes, nated attempts to attract youngsters, the engineering engineer co-hosts work side-by-side with children to turn community realized that damaging, negative stereo- their dreams into reality. Design Squad Nation shows that types about engineering would not change unless the engineers, who are often pictured as working alone in community presented more positive, appealing images laboratories or on computers, are active in the real world, of the engineering profession and the individuals who take risks, collaborate with interesting people, and using work in it. Support for that fundamental understand- science, math, and technology to solve real problems. ing was based on a recent report by the National Acad- The following sections describe how messaging emy of Engineering (NAE) Changing the Conversation developed to change engineering stereotypes has been (CTC) Initiative. Among the recommendations in incorporated into the multimedia components of both Changing the Conversation: Messages for Improving Public projects, the impact of this messaging, and what we Understanding of Engineering was a call for a coordinated have yet to learn about inspiring children and keeping national awareness campaign using messaging to change them going along the pathway to engineering careers. public attitudes toward and understanding of engineering (NAE, 2008).

Addressing the Challenge When it comes to In response to calls for action by President Obama, engineering, as Walt Kelly’s NAE, and others, the WGBH Educational Founda- tion undertook two major projects, EYL and Design Pogo observed, “We have Squad, to put the recommendations from the CTC report into practice. So far, the results have been very met the enemy and he is us.” encouraging. EYL, which is produced by the WGBH Educational Foundation with major support from the National Sci- The Art of Delivering Messages ence Foundation (NSF), is a national messaging cam- As advertisers know, effective messages are powerful paign designed to change stereotypes about engineering tools that can change attitudes and behaviors, whether and engineers. With carefully developed, meticulously the target audience is smokers, voters, or buyers. In the tested messages, EYL reaches out to high school girls case of EYL, the target group is high-school girls, and through a multimedia website (www.engineeryourlife. the goal is to change a legacy of exclusion, or perceived org) and a large social networking presence. (Although exclusion. the target audience is mainly high school girls, we In 2004, members of the engineering community, led know anecdotally that boys also visit the website.) by WGBH and the American Society of Civil Engi- The project also provides advice and resources for par- neers, formed the Extraordinary Women Engineers ents, counselors, college recruiters, and engineering (EWE) coalition to investigate why high school girls, The 32 BRIDGE

who take math and science classes at the same rate (or Engineer Your Life higher) as boys and perform as well as or better than The four messages that tested strongest for EYL were: their male peers (EWE, 2005), do not choose to study engineering. Members of the coalition included NAE; • Live your life, love what you do. Engineering will the National Society of Black Engineers; Society of His- challenge you to turn dreams into realities while giv- panic Professional Engineers; Purdue University School ing you the chance to travel, work with inspiring of Engineering; University of Texas, San Antonio, people, and give back to your community. School of Engineering; and Construction Management • Creativity has its rewards. Women engineers are Association of America. respected, recognized, and financially rewarded for Extensive research conducted by the EWE coali- their innovative thinking and creative solutions. tion revealed that, in general, girls do not understand what engineering is or what engineers do, but, never- • Make a world of difference. From small villages theless, think it’s “not for them.” Many girls described to big cities, organic farms to mountaintops, deep- engineering as a “man’s profession” and said they had sea labs to outer space, women engineers are going received little or no encouragement to consider engi- where there is the greatest need and making a lasting neering careers (EWE, 2005). contribution. Perhaps more surprising, the coalition found that • Explore possibilities. Women engineers often use engineers often unintentionally portray their profession their skills to go into business, medicine, law, or gov- and themselves in a negative light. Instead of describ- ernment. An engineering education will prepare you ing the benefits, rewards, and social value of being an for many different careers. engineer, they stress the importance of superior math and science skills (EWE, 2005). As a result, most girls These messages have become the basis of EYL’s perceive engineering as a club for boys with a big “Do national campaign to make girls aware that engineering Not Enter” sign on the door. is exciting, meaningful, and definitely worth consider- In short, the research showed that the way engineers ing as a career. The centerpiece of the campaign is the talk about their profession does not align with girls’ EYL website (http://www.engineeryourlife.org/)—which motivations and career aspirations. Once that became provides resources for high school girls and their “influ- clear, WGBH decided to enlist two market research encers” (parents, counselors, teachers, and informal firms, BBMG and Global Strategy Group, to develop educators) about living and working as an engineer. and test various messages that would resonate with Highlights include video profiles of young women girls, as well as with boys. (These two firms also crafted engineers (Figure 1), descriptions of interesting engi- the positioning statement, messages, and taglines for neering jobs, and 10 great reasons to become an the CTC project.) engineer. EYL’s social networking channels include posts and discussions on six different Facebook fan pages—EYL, Creativity, Making a Difference, Dream Jobs, Design, and The Engi- neer’s Pledge. EYL also provides training sessions to ensure that thousands of engineers and educators know how to talk about engineering positively, and effectively, to girls. a. b. c. EYL has a very broad reach because of the work FIGURE 1 a. Civil engineer Erin Fletcher builds bridges that reduce traffic noise. b. Energy engineer Tanya Martinez helps Native of its 107 coalition mem- American communities expand their renewable energy resources. c. Environmental engineer Pam McLeod makes sure tourism is bers, who use the project’s eco-friendly. © 2008 WGBH Educational Foundation. tested messages in their SUMMER 2011 33

programming and outreach efforts. Coalition members include all EWE members, as well as other engineering and educational organizations, colleges and universities, and corporations (e.g., 3M, DuPont, Intel, Lock- heed Martin Corporation, National Girls Collabora- tive Project, Science Bud- dies, and Coalition for Science Afterschool). a. b.

Design Squad Design Squad rein- FIGURE 2 a. A young Design Squad fan designs and builds a table out of newspaper tubes. b. Kids gain firsthand experience forces and advances with levers using paint stirrers, wooden spools, and tape to build a device that launches ping pong balls. the impact of EYL’s messaging by promoting the messages through all and a refrigeration backpack that can carry massive of its multimedia resources. Since Design Squad doses of vaccine to rural areas that have no electric power. premiered in 2007, 46 half-hour episodes and The new co-host of Design Squad Nation, mechani- 24 short career profiles of engineers have been produced. cal engineer Judy Lee, describes her “dream job” as a In addition, an interactive website (http://pbskids.org/ product designer at IDEO, an international design and designsquad/) features streaming video, a multiplayer innovation firm in Palo Alto, where she works on a game (FIDGIT), and an online community of innova- wide range of projects—from children’s toys to medical tors who have contributed more than 65,000 ideas for devices to clean water systems for slums in Kenya—and engineering projects. tests products to ensure their safety. Judy has also been To extend its educational value beyond broadcast- profiled on EYL and NOVA’s Secret Life of Scientists and ing, Design Squad has conducted 157 training sessions Engineers Web series (Figure 3). for 6,011 engineers and educators and 453 events and workshops across the country. These sessions feature hands-on engineering activities in which 184,558 children and families have participated (Figure 2). Ninety- one engineering and educational organizations have become formal partners, and 18,804 youth-serving organizations and schools have used Design Squad’s educational materials, which include six educator’s guides that provide step-by-step directions and leader’s notes for 36 activities. Design Squad series’ hosts, who personify the varied, interesting, and inspiring lives of engineers, consistently convey their excitement about engineering. Nate Ball, for example, is a 20-something pole vaulter, jazz pianist, mechanical engineer, grandmaster beat- boxer, and co-inventor on six patent applications. His inventions include the Atlas Ascender, a rope-climbing device that enables workers to reverse-rappel at incred- ibly high speeds for use in search and rescue operations FIGURE 3 Design Squad Nation co-hosts, Judy Lee and Adam Vollmer. The 34 BRIDGE

Judy’s co-host, Adam Vollmer (also a mechanical engi- Face-to-face training sessions have given engineers— neer at IDEO) is a living example of an engineer with a many of whom have little experience working with variety of interests outside his work. He builds his own kids—tips on group management and communicating bicycles, climbs mountains, and explores remote corners enthusiasm for engineering. (“Tell them your favorite of the world. Design Squad’s 24 short video profiles intro- thing about being an engineer. Is it working with peo- duce viewers to other young engineers who show that ple? Is it seeing your ideas and creations come to life? engineering is a rewarding, creative career that provides If you share this with kids, you’ll give them a whole new opportunities for working with great people, solving perspective on engineering.”) interesting problems, and designing things that matter. Design Squad also provides peer role models for view- Motivational Messages ers. Contestants and clients from a variety of racial, Summative data demonstrate how changing the ethnic, and socio-economic backgrounds address chal- way engineering is presented influences children. An lenges that are not only creative, exciting, and person- independent evaluation conducted by Concord Evalua- ally fulfilling, but that also make a difference in the tion Group revealed a perceptible increase among girls lives of others (e.g., designing functional clothing or exposed to EYL’s website and messages in the level of remote-controlled aquatic pet-rescue vehicles for the interest in the field of engineering, in using math and New Orleans Fire Department). Moreover, they expose science in their future careers, and in doing the kind of kids to real-world applications of science and math con- work engineers do (Veridian inSight, 2009). cepts, showing how engineering touches everyday lives • Girls familiar with EYL were significantly more and connects with many other careers (e.g., technology, likely to report that they wanted to be engineers business, art, and fashion). (78.8 percent) than girls who were not familiar with EYL (57.3 percent). Summative data show • Girls familiar with EYL were significantly more likely to believe that imagination and creativity and that changing the way good people skills, writing skills, and public speaking were important to engineering than were girls engineering is presented who were not familiar with EYL. does influence children. • Almost all of the girls who viewed the website indicated that it helped them learn about engineering (95.3 percent) and gave them a better understanding One strong message promoted by Design Squad in all of how to prepare for an engineering career. of its resources is that engineers work collaboratively. Focusing on technology, which facilitates collabora- • Girls indicated that the website had made them more tion, Design Squad recently created a user-generated interested in engineering as a career (87.9 percent) content platform and online community where chil- and inspired them to take an engineering class in col- dren can share projects, see what others have made, lege (75.5 percent). and share their thoughts and reactions. The messages Evaluations have also shown that Design Squad has are clear: You are creative and can solve problems. You a significant impact on children’s understanding of can make things that help people. We want you to engineering and attitudes toward engineering. After join Design Squad Nation. Let’s dream big. Let’s build watching just four episodes of Design Squad, children something together! were significantly more likely to agree with three state- Like EYL, Design Squad provides educational resources ments about the work engineers do: (1) engineers help and training for adults who work with kids. Educa- make people’s lives better, (2) engineers solve problems that tor’s guides for informal and formal educators (many affect real people, and (3) engineers sometimes have to test of whom do not have backgrounds in engineering) their work and start over again. provide guidelines and exercises for teaching design Children’s negative stereotypes also decreased sig- skills in afterschool settings and simply talking to kids nificantly. After watching four episodes of the pro- about engineering. gram, fewer children agreed that engineering is boring SUMMER 2011 35

or that men are better than women at engineering. In

e 3.9 addition, children’s design process skills improved, 3.8 3.800 and they demonstrated 3.7 a good understanding of the science and engineer- 3.6 ing concepts presented in Control group 3.5 the programs (Goodman 3.405 Test group 3.436 Research Group, 2008). 3.4 3.431 In a subsequent study, 3.3 students exposed to Design

Squad’s hands-on engineer- Knowledge of Science Concepts Scor 3.2 ing activities in afterschool Pretest Posest environments showed a significant improvement Figure 4 Gains in understanding of key science concepts after students were shown episodes of Design Squad in their middle in their understanding of school science classrooms. Source: Adapted from Concord Evaluation Group, 2010. the engineering design process after the activities; their leaders showed similar negative) of messages in college and university recruit- improvement (Veridian inSight, 2009). ment strategies. Finally, Design Squad was also found to be effective To improve understanding of how seeds of engineer- in formal school environments (Figure 4). Compared ing interest are sown, nurtured, and developed during to a control group, children exposed to Design Squad in a student’s formative years, Design Squad hopes to con- middle school science classrooms demonstrated signifi- duct a study on informal pathways to engineering. Using cant gains in understanding key science concepts and social cognitive career theory, the study would show how showed improvement in their attitudes toward engi- informal engineering programs can sustain children’s neering (Concord Evaluation Group, 2010). interest and participation in engineering and provide a more nuanced picture of the kinds of children most Future Research receptive to informal engineering education. The study EYL and Design Squad have shown that messaging can would also have a larger goal—to provide a template for work. However, we still do not completely understand other informal engineering programs to assess students’ how messages interact with other contextual, social, reactions and to provide data for comparing results. and intra-personal factors to prompt young women To maximize the impact of this study, WGBH, Con- into action (i.e., to enroll in an engineering program). cord Evaluation Group, and Purdue University have We will need a deeper understanding of how messag- formed strategic partnerships with Project Lead the ing influences career decisions to significantly increase Way, Girl Scouts of the USA, National Engineers the participation of women and other underrepresented Week Foundation, National Girls Collaborative Proj- groups in engineering. ect, FIRST, International Technology and Engineering To that end, EYL, in collaboration with Clemson Educators Association, and Association of Science- University and National Engineers Week Foundation Technology Centers. These groups will weigh in on (with support from Concord Evaluation Group), hopes questions about the overall design of the study and to undertake a study to collect qualitative data about review the test instruments to ensure that they are young women’s career expectations and the factors that appropriate for middle-school children. influence them. Knowledge gained from this study Once this study is completed, WGBH will encourage will have a direct impact on our understanding of how all partners in the study to use the resulting research images and messages can awaken a young wom- tools in their own organizations to help determine an’s interest and influence her career decisions. which aspects of the informal engineering education This knowledge will also help inform institutions of system work best and how different parts of the system higher education about the potential role (positive or can work together more effectively. The 36 BRIDGE

Conclusion the Conversation: Messages for Improving Public Under- Based on our work with EYL and Design Squad, we now standing of Engineering. Washington, D.C.: National understand that messaging can have a positive impact on Academies Press. children’s attitudes. But to take the next step, we must NSB (National Science Board). 2010. Science and Engi- learn how this can ultimately translate into changes in neering Indicators 2010. Arlington, Va.: National Science behavior, with the ultimate goal of smoothing the way Foundation. from a student’s initial awareness of engineering to his or NSF (National Science Foundation). 2006. Science and her career as a professional engineer. Engineering Degrees: 1966–2004. Arlington, Va.: Divi- sion of Science Resources Statistics, NSF. References Veridian inSight. 2009. Engineer Your Life Evaluation Concord Evaluation Group LLC. 2010. Evaluation of Design Report for Year 2. Concord, Mass. Squad, Season 3: Final Report. Concord, Mass. Veridian inSight and American Institutes for Research. 2009. EWE (Extraordinary Women Engineers Coalition). 2005. Design Squad Season 2 Final Evaluation Report. Concord, Final Report. Boston, Mass.: EWE. Mass. Goodman Research Group Inc. 2008. Design Squad: Final White House. 2009. Remarks by the President at the Nation- Evaluation Report. Cambridge, Mass. al Academy of Sciences Annual Meeting. Washington, NAE (National Academy of Engineering). 2008. Changing D.C.: The White House. SUMMER 2011 37

NAE News and Notes A Tribute to George Bugliarello

NAE is greatly indebted to George for his outstanding service in international affairs and his wise counsel on all facets of engineering and technology as a member of the NAE Council. His election as Foreign Secretary was a stroke of insight on the part of the NAE membership, because he brought enormous experience George Bugliarello to the post based on many years George with foreign associate Kuangdi Xu, president, of participation in both UN and Chinese Academy of Engineering. George Bugliarello slipped from National Research Council inter- our midst on February 18, 2011. national study delegations. He led One of those young engineers, George had slowed down some NAE interactions with the other Melissa Knothe Tate, of Case West- in the last few years as evidenced engineering academies of the world, ern Reserve University, was moved most by his adoption of a cane as through the Council of Academies to write a remembrance of George: an occasional assist. But he was of Engineering and Technical Sci- The loss of a mentor like George such a delight to be around, and his ences, and supported and partici- intellectual enthusiasm for discuss- Bugliarello is devastating, but the pated in our bilateral Frontiers of fruits cultivated through his men- ing all matters of science, engineer- Engineering (FOE) symposia held torship will continue to grow, nour- ing, technology, and society was so with Germany, Japan, India, China, ish, and disperse new scientific mesmerizing that one mostly didn’t and the European Union. As one seeds, sowing a bright future for notice his physical challenges. He would expect of a person who was engineering. George was a world bounced back from a number of a lifelong educator, he was espe- citizen who never lost his curiosity health ailments in recent years and, cially drawn to the young engineers to learn anew; perhaps his great- when he contracted a cold that pro- invited by NAE to participate in est legacy will be as a role model gressed to pneumonia, the sense was FOE meetings. for mentoring talented young that he would bounce back again. As he waited for antibiotics to do their job, he passed his time in the hospital working on an article for the March issue of The Bridge, for which he served as “interim editor in chief” for over a decade. But this time, recovery was not to be. George was the Foreign Secretary of NAE from July 1, 2003, until his death. He was limited by the NAE Bylaws to two four-year terms, and as chance would have it, the wheels George; Pam Lankowski, NAE Council Administrator; Virginia Bugliarello; William Colglazier, Executive Officer, were already in motion to select a NAS/NRC, and Chief Operating Officer, NRC; and Cathy Colglazier relaxing during a break during the 2007 NAE Foreign Secretary to replace him. Council Meeting at Chairman Craig Barrett’s Triple Creek Ranch in Darby, Montana. The 38 BRIDGE

more remarkably, he talked about the development of television, its impact on human interaction and its lasting transformation of society over the past decades. I had never thought of the impact of such ubiquitous entertainment “technology” in that way. George was revered by NAE members and foreign associates and many have sent notes of condo- lence to NAE. His legacy extends George and Virginia Bugliarello with new Foreign Associate (2007) Kenichi Iga (now president, Tokyo Institute of far, far beyond his service to NAE, Technology), and Mrs. Tomoko Iga. and this legacy has been captured eloquently by others. Perhaps, engineers and for helping society get how eye opening it was to hear George’s persona was captured best to understand the great potential him speak of the technological by the description of NAE member as well as societal implications of developments exerting the great- Bert Westwood, who noted that he the technologies that we, as engi- est impact on society; of course he was a gentleman, a scholar, an out- neers, develop. At Frontiers meet- touched on obvious technological ings, together with other meeting developments regarding energy standing engineer, dedicated mem- participants, we engaged in discus- and transportation, but perhaps ber of our fraternity, a multicultural sions as diverse as cell mechanics, enthusiast, and an experienced and alternative energy technologies, accomplished diplomat in the cause engineering human health, and of international understanding and the history of engineering science. scientific collaboration. These discussions occurred at poster sessions, coffee breaks, bus rides, wherever George could get a discussion going; he was simply Charles M. Vest insatiable for knowledge! George had an uncanny way of seeing the “big picture,” particularly with respect to engineering, technol- George in his office at NYU Poly, 2005. Courtesy of ogy, and society. I will never for- Polytechnic Institute of NYU. Lance A. Davis

NAE Newsmakers

Norman R. Augustine, retired University, was named a Chevalier Jay Boris, chief scientist and chairman and CEO, Lockheed dans l’Ordre National de la Legion director, Laboratory for Computa- Martin Corporation, has been d’Honneur (officer of the French tional Physics and Fluid Dynamics, selected the 2011 Engineering Legion of Honor). Dr. Bement U.S. Naval Research Laboratory Leader of the Year by the Drexel received the award on March 24 at (NRL), was awarded the Timothy University College of Engineering. the residence of the ambassador of P. Coffey Innovation Award in rec- Mr. Augustine received the award France in Washington, D.C. Cre- ognition of innovations that have on February 15, 2011. ated by Napoleon Bonaparte in improved the accuracy and speed Arden L. Bement Jr., former 1802, this prestigious award is given of 3D predictions by CT-Analyst® director of the National Science in recognition of military, cultural, (a software tool) of chemical, bio- Foundation and director, Global scientific, and social contributions logical, and radiological agent trans- Policy Research Institute, Purdue to France. port in urban settings. The award, SUMMER 2011 39

named after NRL’s fifth director of The Association for Comput- widespread impact on computer sci- research, was established to recog- ing Machinery (ACM) has cho- ence or that bridge computer science nize key developers of exceptional sen M. Frans Kaashoek, professor, and other disciplines. The $10,000 scientific and technological inno- Computer Science and Artificial prize is supported by the Association vations that have had (or could Intelligence Laboratory, Massachu- for the Advancement of Artificial potentially have) major impacts on setts Institute of Technology, as the Intelligence (AAAI) and individual science and technology, U.S. naval recipient of the 2010 ACM-Infosys contributors. The award was pre- forces, and/or national security. Foundation Award in the Comput- sented June 4 at the ACM Awards Joseph M. DeSimone, W.R. ing Sciences. Dr. Kaashoek was Banquet in San Jose, California. Kenan Jr. Distinguished Professor of honored for contributions to the Simon Ramo, co-founder, TRW Chemistry and Chemical Engineer- structuring, robustness, scalability, Inc., is the recipient of the Robert ing, Department of Chemistry, Uni- and security of software systems that H. Goddard Memorial Trophy, the versity of North Carolina at Chapel have led to more efficient, portable, preeminent award of the National Hill, has received the 2010 Mentor highly distributed applications of Space Club. The Goddard Memo- Award from the American Associa- software systems and enabled wider rial Trophy is given in recognition tion for the Advancement of Science use of portable embedded and dis- of significant contributions to U.S. (AAAS). The award is bestowed on tributed systems; he also used infor- leadership in rocketry and astronau- association members who have men- mation flow-control techniques to tics. Dr. Ramo was cited for his “life- tored significant numbers of students address a major security challenge time of engineering and scientific in underrepresented groups—such as in commercial systems. In addition, leadership and achievement that has women, minorities, and persons with Dr. Kaashoek founded commer- made an unparalleled impact on our disabilities—working toward Ph.D.s cial ventures that have (1) enabled nation’s space programs.” Among in the sciences. Dr. DeSimone, wider distribution of content, such his many accomplishments are his who has served as mentor to nine as large, high-quality video files that critical role in early space programs, African-American students, one can travel over the Internet and including intercontinental ballistic Hispanic-American student, and (2) improved the protection of large missiles, the Thor, Atlas, and Titan 24 women who have now earned enterprise networks using network rockets, Project Mercury, Pioneer 1, Ph.D.s in chemistry, was recog- behavioral analysis software. The VIKING 1 and 2, and the Lunar nized for advancing diversity among ACM-Infosys Foundation Award, Excursion Model Descent Engine. doctoral-level chemists entering the established in 2007, is given for The award ceremony was held on workforce. He received the award major innovations by young scien- April 1, 2011, in Washington, D.C. on February 19, 2011, at a ceremony tists and system developers. Finan- Dennis Ritchie, member of during the association’s annual cial support for the $150,000 award the Technical Staff, and Kenneth meeting in Washington, D.C. is provided by an endowment from Thompson, retired member of the Odd Magnus Faltinsen, professor the Infosys Foundation. Technical Staff, Bell Laboratories, of marine technology, Norwegian The Association for Comput- Lucent Technologies, were awarded University of Science and Technol- ing Machinery (ACM) has named the 2011 Japan Prize in information ogy, received the Fridtjof Nansen Takeo Kanade, U.A. and Helen and communications. The Japan Award for outstanding research in Whitaker University Professor of Prize is awarded annually to scientists science and medicine on May 3 at Computer Science and Robotics, and researchers who have made sub- the Annual Meeting of the Norwe- Carnegie Mellon University, the stantial contributions to science and gian Academy of Science and Let- 2010 winner of the ACM/AAAI technology and to the world. Drs. ters. Dr. Faltinsen was recognized Allen Newell Award for contribu- Ritchie and Thompson were chosen for his theoretical and numerical tions to research in computer vision for developing the UNIX operat- methods of understanding how and robotics. The Newell Award, ing system and the C programming ships, high-speed vehicles, and off- named for a founding father of the language for use on UNIX, thus sig- shore structures behave in waves, Carnegie Mellon School of Com- nificantly advancing computer soft- and the sloshing dynamics of liquids puter Science, recognizes career ware, hardware, and networks over aboard ships. contributions that have had a the past four decades and facilitating The 40 BRIDGE the realization of the Internet. The received the Carnegie Mellon science and technology. Every winners received certificates of rec- University 2010 Dickson Prize year, NSB presents the Vannevar ognition and commemorative gold in Science. This prestigious prize, Bush Award to an individual who, medals at an awards ceremony on established in 1969 by the late through public service in science April 20, 2011, during Japan Prize Pittsburgh physician Joseph Z. and technology, has made an out- Week in Tokyo. Dickson and his wife Agnes Fisher standing “contribution toward the Bruce E. Rittmann, Regents Dickson, is awarded annually to welfare of mankind and the nation.” Professor of Environmental Engi- individuals in the United States Amnon Yariv, Martin and Eileen neering, and director, Center for who make outstanding contribu- Summerfield Professor of Applied Environmental Biotechnology, tions to science. Dr. Tirrell received Physics and professor of electrical Biodesign Institute, Arizona State the award, which includes a medal engineering, California Institute University, has received the presti- and a cash prize, on March 21, 2011. of Technology, is the recipient of gious Environmental Engineering Paul E. Torgersen, John W. Han- the 2011 IEEE Photonics Award. Excellence Award from the Ameri- cock Jr. Chair and President Emeri- The award was presented on May can Association of Environmental tus, Virginia Polytechnic Institute 4 “For fundamental contributions Engineers. Dr. Rittmann was hon- and State University, was awarded to photonics science, engineering ored for winning the Excellence in the 2010 Industrial and Systems and education that have broadly Environmental Engineering Com- Engineering Distinguished Alumni impacted quantum electronics and petition for the development of Award for Achievements in Aca- lightwave communications.” the hydrogen-based membrane bio- demia by Lehigh University. On May 3, six NAE members were film reactor (MBfR) that removes Moshe Y. Vardi, George Profes- elected to the National Academy of contaminants from water, such as sor in Computational Engineering, Sciences during its Annual Meet- nitrate, perchlorate, selenate, chro- Department of Computer Science, ing: Ted B. Belytschko, Walter P. mate, and trichloroethene. The cri- Rice University, has been named the Murphy and McCormick Institute teria for the award were: a holistic winner of the Institute of Electrical Professor, Department of Mechani- environmental perspective; inno- and Electronics Engineers (IEEE) cal Engineering, Northwestern vation; proven performance and Computer Society’s 2011 Harry University, Evanston, Illinois; customer satisfaction; and contribu- H. Goode Award. The Goode James W. Demmel, Dr. Richard tions to quality of life and economic Award was established to recognize Carl Dehmel Distinguished Pro- efficiency. The award was presented achievements in information professor of Mathematics and Com- to Dr. Rittmann on May 4, 2011, at cessing—either an outstanding sin- puter Science, Department of the National Press Club in Wash- gle contribution to theory, design, Mathematics and the Computer ington, D.C. or technique or an accumulation of Science Division, University of Esther S. Takeuchi, SUNY Dis- important contributions to theory California, Berkeley; Jon M. Klein- tinguished Professor and Great- or practice over an extended period berg, Tisch University Professor, batch Professor of Advanced Power of time. Dr. Vardi was honored for Department of Computer Science, Sources, University at Buffalo, will his “fundamental and lasting contri- Cornell University, Ithaca, New be one of nine living inductees butions to the development of logic York; Leslie B. Lamport, princi- into the National Inventors Hall as a unifying foundational frame- pal researcher, Microsoft Research, of Fame, which honors inventors work and a tool for modeling com- Mountain View, California; Parviz whose innovations have changed putational systems.” Moin, Franklin P. and Caroline the world. At last count, Dr. Charles M. Vest, president, M. Johnson Professor of Engineer- Takeuchi had earned 148 patents National Academy of Engineering, ing, Department of Mechanical (more than any other woman in and President Emeritus and profes- Engineering, Stanford University, the United States), mostly related sor, mechanical engineering, Mas- Stanford, California; and H. Vin- to her pioneering development sachusetts Institute of Technology, cent Poor, dean of engineering and of sophisticated power sources for will receive the 2011 Vannevar applied science and Michael Henry implantable devices. Bush Award from the National Sci- Strater University Professor of Elec- David A. Tirrell, professor, ence Board (NSB) for distinguished trical Engineering, Princeton Uni- California Institute of Technology, public service and leadership in versity, Princeton, New Jersey. SUMMER 2011 41

NAE Honors 2011 Prize Winners

Every year NAE honors outstand- Draper Prize, Fritz J. and Dolores ceremony were James D. Shields, ing individuals for significant inno- H. Russ Prize, and Bernard M. Gor- president and CEO, Charles Stark vation, leadership, and advances in don Prize accepted their awards Draper Laboratory Inc., Roderick J. bioengineering. The 2011 award before an audience of more than McDavis, president, Ohio Univer- winners were honored at an elegant 300 guests, with NAE President sity, and Harold S. Goldberg, advi- dinner on February 22 at historic Charles M. Vest and NAE Coun- sor to the Gordon Prize Committee. Union Station in Washington, D.C. cil Chair Irwin M. Jacobs at the The recipients of the Charles Stark podium. Presenters at this year’s

Charles Stark Draper Prize

which he called “DNA shuffling.” Instead of allowing random mutations, he shuffled the same gene from diverse but related species to create clones with a given targeted property that was as good as, or better than, the same property in the parent genes. Thus directed evolution is a practical, cost-effective way of improving protein function. Previous efforts, particularly if they were based on the structures of enzymes and the predicted effects of mutations, were James D. Shields, president and CEO, The Charles Stark Draper Laboratory Inc.; Irwin M. Jacobs; Willem P.C. “Pim” often unsuccessful. They not only Stemmer, founder and CEO, Amunix Inc., and Frances H. Arnold, Dick and Barbara Dickinson Professor of Chemical failed to improve the sought-after Engineering and Biochemistry, California Institute of Technology, recipients of the Draper Prize; and Charles M. Vest. complex combinations of proper- Photo by Event Digital Photography Inc. ties, but they were also labor- and cost-intensive. Frances H. Arnold and Willem pathways. Frances Arnold showed Today, the techniques of directed P.C. “Pim” Stemmer were awarded that randomly mutating genes of a evolution developed by Arnold the 2011 Charles Stark Draper Prize targeted protein, especially enzymes, and Stemmer—and several vari- “for directed evolution, a method would result in proteins with more ants—are widely used in engineer- used worldwide for engineering desirable traits. She then selected ing, chemistry, and biochemistry, novel enzymes and biocatalytic the most desirable of the new pro- for example in food science, phar- processes for pharmaceutical and teins and repeated the process many maceuticals, toxicology, agricultural chemical products.” times, essentially directing their products, gene delivery systems, The principal at the heart of evolution until they had attained laundry aids, and biofuels. directed evolution is that natural the properties desirable for a par- mutation and selection processes ticular use. Frances H. Arnold is the Dick can be vastly accelerated in the Taking his cues from classical and Barbara Dickinson Professor of laboratory to obtain specific, tar- breeding methods of plants and ani- Chemical Engineering, Biochemis- geted improvements in the function mals, Willem Stemmer focused on a try, and Bioengineering at the Cali- of single proteins and multi-protein natural process for creating diversity, fornia Institute of Technology. Dr. The 42 BRIDGE

Arnold received a B.S. in mechani- frequency. Amunix products com- he was a Distinguished Scientist at cal and aerospace engineering from prise a clinically proven pharma- Affymax and a scientist at Hybritech Princeton University in 1979 and ceutical payload, typically a human working on antibody-fragment engi- a Ph.D. in chemical engineering protein, genetically fused to XTEN, neering for the treatment of colon from the University of California at a long, unstructured, hydrophilic cancer. In 2001, he invented the Berkeley in 1985. She is listed as protein chain. Like polyethylene Avimer technology, and in 2003, he co-inventor on more than 30 U.S. glycol, XTEN increases serum half- founded Avidia to commercialize it; patents and has served as science life by increasing the hydrodynamic he was chief scientific officer of the advisor to more than 10 compa- radius, thus reducing kidney filtra- company until 2005. nies, including Maxygen, Amyris, tion. In 2008, Amunix joined with Dr. Stemmer has 68 research Codexis, Mascoma, and Gevo Inc., Index Ventures to create Versartis publications and 97 U.S. patents a company she co-founded in 2005 Inc. for the purpose of clinical devel- to his credit and has given more that develops new microbial routes opment of three specific products for than 300 invited lectures. He is a to producing fuels and chemicals the treatment of metabolic diseases. recipient of the Doisy Award, the from renewable resources. She Pim Stemmer has also invented Perlman Award, and the NASDAQ has received numerous academic other technologies that have led to VCynic Award. awards and is one of only seven the creation of successful companies Dr. Stemmer received his Ph.D. individuals who are members the and products. In 1993, he invented from the University of Wisconsin- National Academy of Engineering DNA shuffling (described above), Madison in 1985 for his work on (2000), Institute of Medicine in which became known as molecu- bacterial pili/fimbriae and other (2004), and National Academy of lar breeding, and in 1997, he co- virulence factors involved in host- Sciences (2008). founded Maxygen to commercialize pathogen interaction. He com- the process. His portfolio of patents pleted his postdoctoral work with Willem P.C. “Pim” Stemmer is from Maxygen was consistently Professor Fred Blattner at the Uni- founder and CEO of Amunix Inc., ranked in the top five Pharma/ versity of Wisconsin-Madison on Mountain View, California, a com- Biotech portfolios by MIT’s Technol- phage display of random peptide pany that creates pharmaceuti- ogy Review and the Wall Street Jour- libraries and antibody-fragment cal proteins with extended dosing nal Patent Scorecard. Prior to 1993, expression in E. coli. SUMMER 2011 43

Acceptance Remarks by Frances H. Arnold

have, then we must look to the very new organisms by a process as ele- best engineers. And I can tell you gant as it is simple. (An engineer- with great confidence that Nature is ing lesson I learned early on: keep it the best engineer. simple.) Evolution builds the most Nature has discovered absolutely beautiful, and functional, biologi- amazing solutions to an incredible cal objects, and if we want to build array of difficult problems. Nature new ones that can convert renew- has figured out how to extract mate- able resources into fuels and chemi- rials and energy from widely differ- cals or cure diseases, we can do it by ent environments and convert them that same process. Pim and I dis- to a vast collection of brilliant mate- covered what Nature discovered at rials and organisms. And Nature the beginning of life—evolution is Frances H. Arnold, co-recipient of the Charles Stark has done this with great efficiency the best possible design algorithm Draper Prize. Photo by Event Digital Photography Inc. and often minimal waste. for biology. Blind is better. I am honored to be standing here Since the beginning of my career I want to thank my colleagues where previous innovators who as a biological engineer, my inspira- who are here tonight, especially have won the Draper Prize were tion has come from Nature. I wanted those who supported me when it recognized. It is humbling to be to use Nature to solve human prob- wasn’t clear that my ideas would part of this distinguished group. lems, but getting Nature to solve work—it’s always risky to try some- I want to thank the Draper Labora- problems for us is a challenge. The thing new. I have had wonderful tory and all of you from the National code of life is as intricate and stun- colleagues and supporters at the Academy of Engineering who par- ningly beautiful as a Beethoven California Institute of Technol- ticipated and saw fit to award this symphony. As much as we might ogy, and I am very grateful to have prize to me and Pim. love to sit down at our pianos—or Caltech as a place where I can play Earlier today, when I was speaking computers—and write music like with new ideas. to sixth, seventh, and eighth grad- that, we can’t. We simply don’t I also want to thank my friends ers, I was asked what had inspired understand the principles of how who have helped me during the last me to work on directing evolution. DNA encodes life. We are not few years—their support has meant I thought about that question and ready to engineer biology, or even a great deal to me. And I thank my realized that my inspiration had biological molecules like enzymes, current and former students, espe- come from three very different places. from first principles. cially those who were willing to join It came from engineering—the As we well know, engineers have a young professor’s group to work on desire to solve real problems through never been required to design any- something as out-there as directing science and technology. It also thing from first principles. We build evolution in the laboratory. came from desperation—not know- things using what we have, and Finally, I thank my family. My ing how to do that, because when I ignorance of the underlying physics sons William Andrew Lange and started evolving proteins more than or chemistry can be circumvented Joseph Inman Lange are here with 20 years ago, we didn’t know how by creativity and experimentation. me tonight. My oldest son, James to build biological molecules that Thus I never felt I had to sit down Bailey, is serving overseas in the would be useful. But most of all, my and design, from my limited under- armed forces and was not able inspiration came from a great engi- standing and experience, new bio- to come. Most of all, I thank my neering role model—Nature. logical molecules. I just said, “Let’s father, who always told me that If we want a world where technol- try a process that we know works.” even though I could do anything, I ogy helps us live sustainably, a world That process is evolution. should become an engineer because where our children have a standard About three and a half billion I would always have a good job. It of living that even approximates the years ago, Nature figured out how to was very good advice. one we have been lucky enough to build new catalysts, new materials, The 44 BRIDGE

Acceptance Remarks by Willem P.C. “Pim” Stemmer

we had much improved those pro- dog breeding works so well is that cesses, and the best of them required natural diversity is very conserva- screening only a hundred or so tive. The question is how we can clones for one or maybe two cycles. mimic this process in molecular The improved process involved biology and control many more using homologous recombina- variables but essentially perform tion to permutate natural diversity the same process for all kinds of and to go from cycle to cycle. sequences. Once we had developed this process The principles we learned from for single genes, mostly enzymes, it our work are that rules for engineer- was adapted, using different tech- ing very complex systems are differ- niques but the same concept, to ent and that we must use molecular William P.C. “Pim” Stemmer, co-recipient of the multi-gene pathways, distributed computation instead of computer Charles Stark Draper Prize. Photo by Event Digital multi-gene pathways, and whole simulation. We learned that we Photography Inc. genomes. have to optimize many variables I would like to thank Frances We were also excited about the simultaneously, but conservatively, Arnold and the Diversity Biotech- application of molecular breeding using natural diversity. We learned nology Consortium for stimulating to whole microbial communities, that increasing the complexity of a interactions. I also thank Andreas which remains to be demonstrated. system, by adding conjugative plas- Crameri for performing many early But I think of it as a molecular mids and other tools for genetic experiments. And I thank the com- supercomputer for the design of exchange, creates more ways to panies Maxygen, Codexis, Verdia, novel pathways and organisms. succeed. We learned to include and Altravax for the continued All along the way, my guiding available rational information development of molecular breeding light was the process of dog breed- opportunistically in the libraries, technology. ing. In dog breeding, homologous so that many different hypotheses When Frances and I started our recombination (especially when could be evaluated simultaneously. work, everyone was convinced that mating different breeds) produces We learned that it is very impor- in the future proteins would be puppies that differ by tens of thou- tant to use predictive screens that designed by computer modeling. In sands of point mutations from closely mimic the conditions of the 1985, upon completion of my Ph.D., each other and from their parents. final application and that these con- I started a company, with funding Although the puppies are generally ditions have to be used early in the from a university-industry research as fit as the parents, they differ from screening process. grant, to focus on protein design by them in many properties, such as fur Finally, I hope that better simula- functional selection of proteins from color. We know that selection from tion of directed evolution, includ- large protein libraries. 10 puppies for a few generations can ing the use of natural diversity, will The initial processes Frances take us anywhere in dog space. revitalize the field of genetic algo- and I used required screening thou- The point is that this seemingly rithms and eventually make the sands of clones for many cycles to complex design process can be directed evolution of non-biological get improvement. About 10 years directed by a child, and the reason sequences possible. later, by optimizing the technology, SUMMER 2011 45

Fritz J. and Dolores H. Russ Prize

and genes; the 2003 Lemelson–MIT Prize for Innovation and Invention for the development of the DNA sequencer; the 2006 Heinz Award in Technology, the Economy and Employment for breakthroughs in biomedical science on the genetic level; membership in the 2007 Inventors Hall of Fame for the automated DNA sequencer; the 2008 Pittcon Heritage Award for helping to transform the biotechnology industry; and the 2010 Kistler Award Roderick J. McDavis, president, Ohio University; Irwin Jacobs; Leroy E. Hood, president, Institute for Systems for contributions to genetics that Biology, and recipient of the 2011 Russ Prize; and Charles M. Vest. Photo by Event Digital Photography Inc. have benefitted mankind. Dr. Hood has received 17 hon- The recipient of the 2011 Fritz Gates, he moved to the Univer- orary degrees from institutions, J. and Dolores H. Russ Prize, a sity of Washington, where he was including Johns Hopkins, Yale, and $500,000 award given in recognition the founder and chairman of the UCLA, and has published more than of a bioengineering achievement Molecular Biotechnology Depart- 700 peer-reviewed papers, received that has improved the human con- ment (the first cross-disciplinary 22 patents, and co-authored text- dition, is Leroy E. Hood. Dr. Hood biology department). In 2000, he books in biochemistry, immunology, was cited for automating DNA co-founded, and is still president of, molecular biology, and genetics. In sequencing, which revolutionized the Institute for Systems Biology addition, he co-authored, with Dan biomedicine and forensic science. in Seattle, Washington, an inde- Keveles, The Code of Codes: Scien- Dr. Hood received an M.D. from pendent, nonprofit organization tific and Social Issues in the Human Johns Hopkins University and a that develops strategies and tech- Genome Project (Harvard University Ph.D. from California Institute of nologies for systems approaches to Press, 1992), a popular book on the Technology, where he was a faculty biology and medicine. Dr. Hood sequencing of the human genome. member for 22 years. His research is currently working on transition- Dr. Hood is a member of the initially focused on fundamen- ing medical care from a reactive to American Philosophical Society tal biology (immunity, evolution, a proactive (P4) approach based and the American Association of genomics, and neurobiology) and on predictive, preventive, person- Arts and Sciences, as well as the on bringing engineering and biol- alized, and participatory care of National Academy of Sciences ogy together through the develop- individual patients and systems (NAS), Institute of Medicine, and ment of five instruments—a DNA approaches to diagnostics and ther- National Academy of Engineer- sequencer, a DNA synthesizer, a apeutics. He is also working on the ing. Indeed, he is one of only seven protein sequencer, a peptide synthe- development of clinical assays for individuals (of more than 6,000 sizer, and an ink-jet printer for DNA exploring new dimensions of the members of The National Acad- arrays—all of which have since patient data space. emies) who has been elected to all been commercialized (Applied Bio- Dr. Hood was awarded the Lasker three academies. Dr. Hood has been systems and Agilent). Prize in 1987 for studies of the mech- instrumental in founding 13 bio- In the 1980s, Dr. Hood began anism of immune diversity; the 2002 technology companies, including to focus more on cross-disciplinary Kyoto Prize in Advanced Technol- Amgen, Applied Biosystems, Sys- biology and systems biology. In ogy for development of automated temix, Darwin, Rosetta, Integrated 1992, with support from Bill technologies for analyzing proteins Diagnostics, and the Accelerator. The 46 BRIDGE

Acceptance Remarks by Leroy E. Hood

1970, when I came to Caltech as a purchase robust, easy-to-use, auto- young assistant professor, I decided I mated DNA sequencers. would spend half my time trying to The development of the auto develop technologies for decipher- mated DNA sequencer gave me a ing molecular biological informa- deep appreciation for the power of tion—DNA, RNA and proteins. I cross-disciplinary approaches to bio- spent the other half doing molecular logical problems, which led directly immunology. Over the next 25 years to the second paradigm change— or so, my colleagues and I developed the Human Genome Project. a series of five instruments that created platforms for modern biological The Human Genome Project analyses—deciphering the mysteries Initially proposed in 1984, the of DNA, RNA, and proteins. Human Genome Project was about Leroy E. Hood, president, Institute for Systems Biol- What was instructive in develop- determining the order of DNA let- ogy, and recipient of the 2011 Russ Prize. Photo by ing the automated DNA sequencer ters in the 23 pairs of human chro- Event Digital Photography Inc. was our initial failure. I had per- mosomes (e.g., the genome or the suaded an excellent biologist to source code for creating humans). Receiving the Russ Prize is a undertake this task, but over a Using the sequencing technology wonderful honor. I would like to three-year period, he failed because available at the time, this task might thank the Russ family who created he did not have sufficient command well have taken 100 years. Because the prize; Ohio University, which of four key disciplines—molecular of my interest in automated DNA sponsors the prize; the National biology, chemistry, engineering, and sequencing, I was invited, with 11 Academy of Engineering, which computer science—whose integra- other “experts,” to the first meeting manages the prize; the Russ Selec- tion was necessary for automating on the Human Genome Project at tion Committee; and last, but not DNA sequencing. Santa Cruz in May 1985. The group least, my colleagues who have made I then assembled a team of four decided that the genome project it possible over the years for me to scientists who rapidly solved the was feasible, although it would be win the prize. problem. Lloyd Smith, an outstand- technically difficult. Several of us One of my joys has been to par- ing chemist and laser specialist, spent the next five years convincing ticipate in a number of paradigm Mike Hunkapiller, an engineering a very skeptical community of biolo- shifts in biology over the course of genius with superb instrumentation gists that the genome project could my career, that is, changes in how we skills, Tim Hunkapiller, a biologist/ transform biology. think about and practice biology. I computer scientist, and I rethought I played an active part in the will talk about five of these changes, the problem and within six weeks, Human Genome Project: (1) my how the first led naturally to the had conceived the concept of four- team developed the automated DNA second and how the first four were color DNA sequencing (a different sequencer that enabled the project; essential to the fifth. The five para- color for each of DNA base). (2) I was an early advocate for the digm shifts are: bringing engineer- I founded Applied Biosystems project when 90 percent of biologists ing to biology; the Human Genome Inc. in 1981 to commercialize the were initially opposed (the National Project; cross-disciplinary biology; first four instruments my lab devel- Institutes of Health [NIH] aggres- systems biology; and P4 medicine. oped (DNA and protein sequenc- sively opposed it up until the final ers and synthesizers). Lloyd Smith decision was made to go forward); Bringing Engineering pioneered the development of the (3) I was on the National Academy to Biology first prototype instrument, which of Sciences committee that gener The first paradigm shift was emerged in 1985. By the late 1980s ated a favorable report in 1988-1989, bringing engineering to biology. In the biological community could which led to the initiation of the SUMMER 2011 47

proposed 15-year project in 1990; of small molecules), and pheno- tendency for blood clotting. A and (4) I directed a Human Genome typic assays. patient with this defect should Sequencing Center that sequenced Fourth, it pioneered the appli- drink lots of water, should not portions of chromosomes 14 and 15. cations of computer science and sit on an airplane for five hours This was one of 16 such centers in mathematics to biology. In fact, without walking and stretching, the United States. the genome project legitimately and may take low doses of anti- The most remarkable thing brought mathematicians and com- coagulants. This knowledge is about the Human Genome Project puter scientists, and even theo- particularly important for pregnant is that it demonstrated explicitly retical physicists, into biology to women with the defective gene. how the needs of biology can lead think about acquiring and storing, Eleventh, physicians now use to transformational new technolo- analyzing, mining, integrating, and DNA sequencing of tumors to ana- gies that, in turn, can revolutionize ultimately creating predictive and lyze disease-perturbed biological biology—and catalyze the emer- actionable models of complex bio- networks to determine the right gence of remarkably different logical systems. drug for individual patients. aspects of biology. Fifth, it was the first biological Twelfth, the genome project A narrowly focused article by project with an open source policy created a scientific environment, Nicholas Wade in the New York for all data. It mandated the instan- which, in part, led to the fifth para- Times in 2010 purported to show taneous release of data to the bio- digm change, P4 Medicine, which I how the Human Genome Project logical community so everyone will discuss shortly. had failed to live up to its promise. could analyze the new information Thirteenth, the genome project The article stimulated my think- immediately as it was produced. changed the sociology of biology. ing about the transcendent benefits Sixth, it created the first rigorous For example, it introduced the con- the project had yielded, which are standards for biological data—and cept of “big science” to biology. By remarkably broad in scope. Let me project funding depended on meet- big science I mean cross disciplinary, cite briefly 14 accomplishments that ing these standards. hypothesis-driven science that inte- revolutionized both biology and Seventh, it gave us access to the grates different data types to build medicine. genomes of plants, animals, and predictive models to help solve diffi- First, the Human Genome Project microbes, and knowledge of those cult problems, such as P4 Medicine. democratized genes, that is, made all genomes has transformed many “Small science” is done by a single genes accessible to all biologists. fields of biology. investigator and a few co-workers Second, it delineated, for the Eighth, it revolutionized our and takes on highly focused, discrete first time, all human genes and, by understanding of evolution in abso- problems. inference, all proteins. This com- lutely magnificent ways. The synergy between big and prehensive “parts list” enabled a Ninth, it transformed how we small science is enormous. Each new approach to biology that I think about medicine. It created can take advantage of the strengths called “systems biology”—a holistic a new field of medical diagnostics of the other, and they can effec- approach to dealing with biological using biomarkers in tissues and tively operate in an integrated way. complexity. The concept of systems blood, which can actually detect Unfortunately, at NIH today, there biology is the focus of the work done disease early and stratify complex is a tendency—driven by budget at my Institute for Systems Biol- diseases into subtypes, making it constraints and supported by many ogy—the first systems biology orga- possible for physicians to do imped- scientists who practice small sci- nization—started in 2000. ance matches against appropriate ence—to do away with big science. Third, the Human Genome therapies. However, eliminating big science Project catalyzed the development Tenth, it opened up the possi- would be a tragic mistake, because of high-throughput instrumenta- bility of using DNA sequencing to we need it to take on complex and tion, the very effective genera- identify genes that have actionable challenging problems of biology and tion of biological information in behaviors with regard to patients. society. We obviously need a mixed genomics, proteomics (the study of For example, Leiden factor 5, a portfolio that will enable us to take proteins), metabolomics (the study gene defect, leads to an increased advantage of the strengths of both The 48 BRIDGE big and small science in an inte- environment in the Department of to better diagnoses and therapies; grated way. Molecular Biotechnology. It was and (2) create metrics for assessing Finally, the genome project was time to create a new discipline I the wellness of each individual and the first project that supported an called systems biology. optimize his or her future wellness. investigation of the social, ethical, P4 Medicine will have four impli- and legal aspects of the genome Systems Biology cations for society. First, over the sequence in a way that presaged In 2000, I resigned from the Uni- next 10 years it will force every how we must consider medicine in versity of Washington to co-found, sector of the health care industrial the future. with Alan Aderem and Ruedi spectrum to reformulate its business Aebersold, the Institute of Systems plans and will thus create enormous Cross-Disciplinary Biology Biology (ISB), the first of its kind potential economic opportunities The development of the auto- in Seattle or anywhere. I did this for new and existing companies. mated DNA sequencer gave me a because I found the bureaucratic Second, it will lead to digitization deep appreciation for the power of constraints of the university to be of medicine, which will have three using cross-disciplinary approaches at odds with the new organizational aspects: (1) analyses of billions of to address biological problems. structure required for systems biol- digital data points for each individ- Indeed, in 1992 with the help of Bill ogy. A fascinating question is how ual will provide enormous insights Gates, I moved from Caltech to the old organizations can adapt to new into health and wellness; (2) analy- University of Washington Medi- paradigms. This is not easy—it ses of some single molecules, single cal School to create the Depart- requires leadership, flexibility, and cells, indeed of any quantized unit ment of Molecular Biotechnology, a willingness to “change the rules.” of information in humans, will lead the first cross-disciplinary biology From ISB’s very inception, we to actionable information for the department. That department had began exploring a systems approach patient; and (3) wireless iPod®- a remarkable record of accomplish- to disease, which requires integrating style health devices with unob- ment: it pioneered the field of our cross-disciplinary environment. trusive sensors will enable each proteomics (the study of proteins); We pioneered new analytic tools and individual to observe and record provided the software for data then used them to deal with enor- in real time understandable sum- quality and the assembly of DNA mous amounts of patient data. maries of his or her personal data sequence fragments for the Human relevant to wellness and disease and Genome Project; developed the ink- P4 Medicine to observe how these data change jet DNA array synthesizer (the fifth The integration of these develop- in response to environmental fac- instrument I developed); developed ments led to what I called P4 Medi- tors and lifestyle decisions. When a novel, very high speed, multipa- cine, a revolutionary new medicine combined with social networking rameter cell sorter; and housed two that is predictive, personalized, pre- tools and strategies, real-time access of the 16 U.S. genome centers. ventive, and participatory. P4 Medi- to personalized health data has In the 1980s, I had become con- cine embodies the idea that medicine the potential to engage patients in vinced that immunology, my area is an informational science. wellness-optimizing behavior of biological study, was far too com- My 10-year vision for P4 Medi- modifications in a way that has plex to be studied in an atomistic cine is that a virtual cloud of bil- never before been possible. The way—one gene and one protein at a lions of data points will surround digitization of medicine will catalyze time. I realized we needed a holistic each patient and that we will have transformations in health care com- approach that could analyze how all computational tools to reduce that parable to the changes emerging genes (or proteins) behaved in this enormous data dimensionality to from the digitization of information complex biological system. After we simple hypotheses about health and technologies and communications. invented the tools for global analy- disease and to sculpt these phenom- Third, P4 Medicine will turn ses of genomic data, the genome ena, with exquisite specificity, for around the escalating costs of health project had generated a parts list each individual. In so doing, P4 care and bring them down to a point of human genes and proteins, and Medicine will: (1) demystify the that will essentially solve the fiscal we had created a cross-disciplinary complexities of disease and lead crisis presently faced by the United SUMMER 2011 49

States, which is caused in substan- technical and societal. The societal A wonderful question to contem- tial part by rising health care costs. challenge is to create legal, ethical, plate is what the paradigm changes Moreover, we will be able to export commercial, and policy structures of the future will be and how they P4 Medicine to the developing that will enable the emergence of will build on the paradigm changes world, with the potential for democ- the radically disruptive P4 Medi- of the past. ratizing health care, which was cine paradigm, which will change In closing, let me thank one more unimaginable even a few years ago. the focus of our health care system person, my wife, Valerie Logan. Her Fourth, P4 medicine will create from reactive to proactive. unwavering support has been an wealth for the countries in which it This societal challenge will essential cornerstone of my chal- is practiced. This wealth will result be far more difficult to surmount lenging career. One fascinating from the enormous savings from than the technological challenge. aspect of the approach my insti- effectively practicing wellness (and Indeed, we recently established a tute—the Institute for Systems Biol- reducing the massive loss of prof- nonprofit institute—the P4 Medi- ogy—has taken to tackling some its due to sickness). In addition, cine Institute—to bring P4 Medi- “big problems” in biology (e.g., P4 the economic opportunities from a cine to patients and begin dealing Medicine) has been to create inter- “wellness industry” will soon emerge, with selected societal problems. national strategic partnerships that as part of the P4-catalyzed transfor- We believe small pilot projects will bring together complementary skills, mation of the conventional health be essential to demonstrating the excellence, and new funding oppor- care industry. Indeed, I forecast that, power of P4 Medicine, and we have tunities. I have to say, however, that in time, the magnitude of this new initiated two with Ohio State Uni- of all the successful strategic partner- wellness industry will far surpass that versity Medical School—one on ships in which I have participated, of the “disease industry,” that is, the wellness and one on heart failure. the partnership with Valerie Logan health care industry of today. Clearly, the first four paradigm has been by far the best—and the The acceptance of P4 Medicine changes described above were essen- whole has far exceeded the sum of into the mainstream of health care tial for the emergence of the fifth its parts. Thank you, Valerie. will require meeting two challenges: paradigm change—P4 Medicine. The 50 BRIDGE

Bernard M. Gordon Prize

nautics and astronautics and of engineering systems. He received an S.B. (1976), an S.M. (1978) in aeronautics and astronautics, and an Sc.D. (1981) in aerospace structures from MIT. From 2003 to 2006 he served as the executive director of the Cambridge–MIT Institute, a joint venture with Cambridge University, funded by the British government and industry, with a mission to understand and general- ize how universities act as engines of innovation and economic growth. In this capacity, he worked closely with the British government on issues of science and innovation Harold S. Goldberg, advisor to the Gordon Prize Committee; Irwin Jacobs; Edward F. Crawley, professor of aero- policy. For the previous seven years, nautics and astronautics, Massachusetts Institute of Technology, and recipient of the Gordon Prize; and Charles M. he served as the department head of Vest. Photo by Event Digital Photography Inc. aeronautics and astronautics at MIT and lead the strategic realignment The Bernard M. Gordon Prize is that it uses an “open architecture” of the department. for Innovation in Engineering model, allowing it to be modified and Dr. Crawley’s earlier research and Technology Education was adapted to a particular university’s interests centered on structural awarded to Edward F. Crawley for needs. Schools that are part of the dynamics, aeroelasticity, and the leadership, creativity, and energy Initiative openly collaborate, sharing development of actively controlled in defining and guiding the CDIO best practices and materials, and the and intelligent structures. He is (Conceive-Design-Implement- Initiative has international reach, the author of numerous journal Operate) Initiative, which has with more than 50 universities in publications in the American Insti- been widely adopted internation- 25 countries participating. The ini- tute of Aeronautics and Astronautics ally for engineering education. tiative holds an annual international (AIAA) Journal, the American Soci- The CDIO Initiative places the conference and workshops through- ety of Mechanical Engineers (ASME) traditional engineering curriculum out the year, bringing together cur- Journal, the Journal of Composite in the context of problem-solving rent and potential collaborators. Materials, and Acta Astronautica. exercises and hands-on assignments, To ensure uniformity, CDIO out- Credited with being one of the early taking students out of theoreti- lines 12 standards to be used as a contributors to the field of active cal classroom discussions to create tool for program adoption, evalua- structural control, several of these experiences based on the needs of tion, and continuous improvement. publications have more than 100 engineering in the 21st century. In addition, the initiative provides citations, and one has more than CDIO has been praised by industry a detailed syllabus to provide a 700. For his work in the field, Pro- for developing more well-rounded roadmap and process for establish- fessor Crawley was awarded both graduates with a foundation in ing a program. the AIAA Structures, Structural teamwork, problem solving, and Edward F. Crawley is the Ford Dynamics and Materials Award product development. Professor of Engineering at Mas- and the ASME Adaptive Struc- Designed to be widely dissemi- sachusetts Institute of Technology tures Medal. He is co-author of two nated and shared, a feature of CDIO (MIT) and is a professor of aero- books in the field. SUMMER 2011 51

Acceptance Remarks by Edward F. Crawley

obvious that the primary function of providing meaningful feedback to a university is to educate students and universities on their performance as that this educational role is the raison educators. d’etre of a university? Yet, the way We should also improve how we universities are now rated and evalu- prepare university faculty as instruc- ated clouds this primary historical tors. Does it seem anomalous to mission. Education is now consid- anyone else in the room that to ered part of a triple helix of univer- teach 12th grade in America, you sity outcomes along with research need a master’s in education, but to and economic development. teach 13th grade, you do not need Certainly, there are superb a single day of education on teach- researchers at universities, as evi- ing and learning? Part of the dia- denced by my colleagues who logue should be on the development Edward F. Crawley, professor of aeronautics and astronautics, Massachusetts Institute of Technology, received other awards here this eve- of a national model for preparing and recipient of the Gordon Prize. Photo by Event ning, and certainly a university’s role instructors to teach on the univer- Digital Photography Inc. in regional and national economic sity level. development is important. But it There should also be authori- I would like to start on a personal is a maxim of organizations that you zation (and appropriations) for note by thanking my father, who get the behavior you incentivize. the National Science Foundation was a high school teacher in Cam- We have constructed in America and mission agencies to provide bridge, Massachusetts. He taught an incentive system that recog- funding, not only for educational me to always focus on the welfare of nizes individual scholars largely for research, but also for the far more the students and on their learning. their research output—we count organizationally challenging mis- My thanks and love go to my wife, papers published in journals, mea- sion of transition and implementa- Karen, who is here tonight, for her sure citations to these papers, rank tion. Research is important, but an support and tolerance. Of course, journals by impact, and then evalu- enormous amount of what we know I also extend my thanks to my col- ate universities by these measures. about learning is not being applied leagues in the Department of Aero- This self-referential system may be in today’s university classroom. nautics and Astronautics at MIT appropriate for some disciplines, Finally, NAE and professional and around the world at the more but I do not believe it serves engi- societies should strengthen their than 50 CDIO (Conceive-Design- neering well. Engineers need edu- roles in providing recognition for Implement-Operate) collabora- cational outputs that impact their professional development programs, tor universities without whom this practice, but this system introduces such as NAE’s Frontiers of Engi- effort could not have been possible. a strong bias in organizational neering Education, and recognition I also would like to thank Ber- incentives toward research and for excellent educators. nie Gordon and the academy—not away from education. I am hopeful that such a national for awarding me this honor, but for We need to start a national dia- dialogue will succeed in America. As creating it. For those of you who do logue to regain a balance among I travel to other countries that have not toil in the trenches of educa- the roles played by universities, a CDIO programs, I often have the tional innovation on a daily basis, partnership to realign missions and privilege of meeting with ministers it might be hard to understand just incentives. This dialogue should of science, innovation, or higher how difficult it is to influence the empower university leaders to education or with Chuck Vest’s educational system. Universities unambiguously declare that educa- counterparts—presidents of national are, by design, extremely stable tion and well-educated students academies of engineering. Often, organizations. are the primary outputs of universi- they bemoan the state of engineer- Would it not, therefore, seem ties. Industry should be engaged in ing education in their countries. The 52 BRIDGE

They ask, “Why are students not I then ask if there is a prestigious of the university. We need to build interested in studying engineering? national award for excellence and on this to promote the future of our Why are faculty not as dedicated to innovation in education? I have nation and our national welfare. I education as they might be?” I often found only a few outside America believe we can do it. We have a ask in return: “Are contributions to where there is. very strong basis, brought about in engineering education part of the This academy can play a leading large part by the moral and finan- criteria for election to your national role in the world by establishing cial contribution of Bernie Gordon. academy?” I have found no country, the principle that the education of I would like to close the evening by except America, in which they are. engineers is an important endeavor thanking him again.

Foreign Secretary and Councillors Elected

University of California, Berkeley; and Julia M. Phillips, director of the Nuclear Weapons Science and Technology Programs at San- dia National Laboratories, were reelected to three-year terms as councillors. Richard A. Meserve, president of the Carnegie Institu- Venkatesh Narayanamurti Alice M. Agogino Paul R. Gray Julia M. Phillips tion for Science, was newly elected to a three-year term as councillor. George Bugliarello, President Emeritus and Institute Professor at Polytechnic Institute of New York University, passed away on Febru- ary 18, 2011. On June 30, 2011, he would have completed eight con- secutive years of service as foreign Richard A. Meserve George Bugliarello Bradford W. Parkinson secretary. On June 30, 2011, Bradford This spring, NAE elected a new Policy Program at Harvard Kennedy W. Parkinson, Edward C. Wells foreign secretary, reelected three School, was elected to a four-year Professor of Aeronautics and Astro- incumbent councillors, and elected term as NAE foreign secretary. nautics Emeritus at Stanford Uni- one new councillor. All terms begin Alice M. Agogino, professor versity, completed four continuous July 1, 2011. of mechanical engineering at the years of service as councillor. He Venkatesh (Venky) Narayana- University of California, Berke- was ineligible for a continuing murti, Benjamin Peirce Professor of ley; Paul R. Gray, Executive Vice three-year term which would have Technology and Public Policy at the Chancellor and Provost, Emeri- exceeded the maximum six years of Harvard School of Engineering and tus, and Professor Emeritus in the continuous service allowed under Applied Sciences and director of Department of Electrical Engineer- the Academy’s bylaws. the Science, Technology and Public ing and Computer Sciences at the SUMMER 2011 53

NAE Regional Meetings

Viterbi School of Engineering Disciplines, Cornell University, nos Sioutas, Fred Champion Pro- and NAE Hold Meeting on included a review of characteristics fessor in the Astani Department of Megacities and directions for future infrastruc- Civil and Environmental Engineer- An NAE regional meeting was ture, as illustrated in case studies of ing at Viterbi, was on the effects held in conjunction with a national planning projects in New Orleans, of airborne nanoparticles emitted meeting hosted by the University San Francisco, Los Angeles, and by road traffic and other modes of of Southern California (USC) New York. He quoted President transportation. Nanoparticles in Viterbi School of Engineering on Dwight D. Eisenhower, commander the ambient air have recently been February 22, 2011. The presenta- of Allied Forces in Europe during identified as major health risks, and tions and discussions focused on World War II, who said, “In prepar- Professor Sioutas argued for light the challenges of planning, building for battle, I have always found rail, which would reduce nano ing, and managing megacities, and that plans are useless; but planning particles in the air, as a viable alter- speakers included distinguished is indispensable.” native to automobiles. academics with expertise in energy, Donald L. Paul, William M. Keck The next speaker was Martin environmental quality, infrastruc- Chair of Energy Resources and Wachs, senior principal researcher ture, transportation, and natural director, USC Energy Center, gave and former director of the Trans- disasters. The NAE portion of the the next presentation. He provided portation, Space and Technol- event included poster presentations a comprehensive picture of energy ogy Program, RAND Corporation. on parallel research by USC faculty. requirements, particularly for trans- He discussed the need to increase Dean Yannis C. Yortsos opened portation in a megacity. He also (rather than decrease) mobility in the meeting by framing the chal- described a recent project by the megacities, and, he said, this must lenges posed by megacities as part Los Angeles Department of Water be done by using alternative means of the NAE Grand Challenges, and Power and the USC Smart of transportation. He noted the which include “restoring the urban Grid. In summarizing the project, urgency of planning and deploying infrastructure” and “ensuring access he said, “Security—energy security alternative transport systems in the to clean water.” “We are thrilled,” in all forms—physical, national, face of a worldwide trend of con- he said, “to host this NAE regional cyber—are [sic] key issues for soci- stantly increasing numbers of cars, meeting at USC and welcome back ety, business, and government.” which are replacing public transpor- the academy to the heart of Los He also stressed that “population tation, especially in rapidly develop- Angeles—one of the two megacities growth and the enormous scales” of ing countries. in the U.S.” infrastructure for megacities must be The final presentation was In subsequent remarks, NAE taken into account. by Thomas Jordan, William M. President Charles M. Vest In the next talk, on water usage in Keck Professor of Earth Sciences, explained that the regional meet- megacities, particularly Los Ange- USC, and director of the South- ing was part of an outreach effort les, David Sedlak, professor of civil ern California Earthquake Center. by NAE. He addressed many of and environmental engineering, Dr. Jordan explained the crucial his remarks directly to students of a University of California, Berkeley, importance of fine-scale simula- “magnet” high school who were in noted that all current water supplies tion in predicting the impact of the audience, particularly when he for Los Angeles are under threat, natural hazards, particularly earth- described NAE’s efforts to engage and the city must find alternative quakes. Capturing the effects of an the public and encourage bright water resources. He suggested that earthquake, he said, requires high- young people to pursue careers in the city might reinvent its urban performance computing and the engineering. water systems through a combina- development of accurate numerical The first presentation, by Thomas tion of conservation, desalination, codes. Simulations that can con- O’Rourke, Thomas R. Briggs Pro- reuse, and urban water harvesting. duct and compare alternative sce- fessor of Engineering, Geotechnical The presentation by Constanti- narios would greatly improve not The 54 BRIDGE only advanced warning of impend- She set the stage for her talk by Richards-Kortum’s students have ing natural disasters, but also pre- reminding her listeners that “Ninety also developed devices that help paredness for responding to them. percent of the world’s children deliver HIV medication to mothers The sessions were moderated by live in impoverished nations and to prevent transmission of the virus Jean-Pierre Bardet, professor and face enormous health challenges.” to their babies and that help new- chair of the Astani Department Health care innovation, she said, borns with underdeveloped lungs and director of the USC Center on should be available to all of the breathe. “Infant mortality rates are a Megacities, and Roger Ghanem, a world’s citizens. big indicator of political upheaval,” professor in the same department. “We need a new generation of she said. “So this is in our interest, A webcast of the event is available leaders who can work across disci- and we have a responsibility as edu- at http://viterbi.usc.edu/nae2011/. plines and cultures on technology cators to make the whole world vis- The complete program and speaker and delivery of technology,” she ible to our students.” She concluded biographies can be found at http:// said. She believes those leaders can by stating her belief that we cannot viterbi.usc.edu/assets/122/73503.pdf. be found among her undergraduate have a safe world until we have a students at Rice University, who more equitable world. Meeting on Engineering the are working to solve global health NAE member George Georgiou, Future of Health Care at the problems and to put their ideas professor of biomedical and chemi- University of Texas, Austin into practice. For example, some cal engineering, The University Providing affordable health care students are equipping bare-bones of Texas at Austin, is co-developer to people in developing nations, laboratories in Malawi and Congo of the leading treatment for inhaled using protein drug therapies to with portable, low-cost technolo- anthrax, which is currently being treat cancer, and transforming a gies, such as a diagnostic lab pow- tested. His talk, “Molecular Analysis patient’s own cartilage to treat burn ered by a laptop battery that can fit of Patients’ Immune Responses: The injuries were just three of the chal- into a backpack. Next Revolution in Disease Diagno- lenges described during the April 7 She described a microscope, also sis and Therapy,” was on using pro- National Academy of Engineering developed by her students, that uses tein therapeutics for treating cancers (NAE) Regional Meeting, Engi- a laptop battery, an LED light, and and other ailments, such as Hepati- neering the Future of Health Care. an iPhone® camera and can provide tis B and pneumococcal infections. The meeting was hosted by The low-cost imaging capable of detect- He discussed challenges to the University of Texas at Austin at the ing changes in cervical cells—all development of some very expen- AT&T Executive Education and for $3,000. This critical tool will sive drugs and the need for physi- Conference Center. save many lives in nations where cians and engineers to become more Speakers included engineering cervical cancer is still a leading involved in drug development. “We experts from across the country, cause of death among women. need more people who understand who described recent developments in health care technology that are sure to have a major global impact. The attendees were welcomed by Charles Vest, president of NAE, and Dean Gregory Fenves of the Cockrell School of Engineering, The University of Texas at Austin. The talk by the first speaker, Rebecca Richards-Kortum, Stan- ley C. Professor of Bioengineering, Rice University, and an NAE member, was titled “From Cell Phones to Cell Biology: High Tech, Low Cost Solutions for Global Health.” Robert Langer speaking to a rapt audience at the University of Texas, Austin. Photo by Emily C. Kinsolving. SUMMER 2011 55

biology . . .” he said. “Engineers have and chief scientific officer of Rochal stirred a range of reactions among to become more proficient in this.” Industries LLP, a privately owned experts in medical ethics, law, pub- Georgiou also talked about his research company that develops lic policy, research, and entrepre- work on next-generation DNA polymeric materials for the treat- neurship during a symposium on sequencing and antibodies that can ment of wounds and burns. In his April 14, “Privacy, Autonomy, and both kill cancer cells and prime talk, “Bioengineering Health Care Personal Genetic Information in the immune system to fight against Advances in Ophthalmology and the Digital Age” held April 14. tumors. So far, he said, antibodies Wound Care,” he described how a Organized by Cherry A. Mur- have been used successfully to treat patient’s cartilage could be trans- ray, dean of the Harvard School ovarian cancer, breast cancer, and formed to help heal burns. Dr. Sal- of Engineering and Applied Sci- lymphoma. amone holds more than 190 U.S. ences (SEAS), and co-hosted by Robert Langer, David H. Koch patents or patent applications in the the American Academy of Arts Institute Professor, Massachusetts field of eye care and wound care. and Sciences in Cambridge, Mas- Institute of Technology, and a mem- Closing remarks were given sachusetts, the symposium was held ber of NAE, Institute of Medicine, by Nicholas Peppas, chair of the in conjunction with regional meet- and National Academy of the Sci- Department of Biomedical Engi- ings of the National Academy of ences (NAS), was the third speaker. neering at The University of Texas Engineering (NAE) and Institute of His presentation, “Engineering and at Austin and chair of the organiz- Medicine (IOM). Opening remarks Health Care: From the Discovery of ing committee for the meeting. were given by Murray, Leslie Ber- the First Angiogenesis to the Devel- Other members of the committee lowitz, president of the American opment of Controlled Drug Delivery were George Georgiou, Thomas Academy of Arts and Sciences, Har- Systems and the Foundation of Tis- Hughes, Tinsley Oden, Don Paul, vey Fineberg, president of IOM, and sue Engineering,” focused on using and Isaac Sanchez—all professors in Charles Vest, president of NAE. polymer-based treatments for cancer the Cockrell School of Engineering. The symposium featured two and cardiovascular disease, including The approximately 180 participants panel discussions on the “prom- using shape-area metals for minimally enjoyed a breakfast and a meeting ise and perils” of creating digital invasive surgery. Shape-area metals, of the attending NAE members, as repositories of genetic records and he explained, are made with poly- well as social events during and after the policy implications of an indi- mers, whose behavior can change the meeting. vidual’s right to access, control, and depending on conditions such as interpret his or her genetic data. heat or light. Thus a material that Meeting on Ethics and During the first panel discussion, acts one way when it is outside the Genetics in the Digital Age moderated by Jeffrey S. Flier, IOM body may behave differently when at Harvard University member and dean of Harvard Medi- it is inserted into the body. When When five Texas parents found cal School, panelists examined the these materials are used, patients’ out in 2009 that the Department risks and benefits of “crowdsourc- recovery time from some major sur- of State Health Services had saved ing” genetic data in light of recent geries can be drastically shortened. DNA samples collected through its technological advances. In the last The meeting continued with newborn screening program and was 10 years, with the advent of high- Mark E. Davis, Warren and Katha- sharing them with researchers (and, speed, low-cost genetic sequenc- rine Schlinger Professor of Chemi- as it turns out, federal investigators), ing methods, services that provide cal Engineering at the California they sued the state. This complex genome sequencing and analysis Institute of Technology and an NAE case, involving health care policy, directly to the public have prolif- and NAS member. Davis, who is an consent, medical research, foren- erated. Through websites such as expert on new materials for drug sics, and civil rights, exemplifies the 23andMe.com, deCODEme.com, and nucleic acid delivery spoke on debate unfolding nationwide over and Navigenics.com, anyone can “Engineering Nanoparticle Medi- privacy and autonomy in genetics. provide a sample of saliva or blood cines for the Treatment of Cancer.” The class-action lawsuit, which and pay to have it screened for cer- The last presentation was by resulted in the incineration of more tain genetic traits—with varying Joseph C. Salamone, NAE member than four million blood samples, levels of guidance (or no guidance) The 56 BRIDGE from physicians or genetic counsel- so because the data are essential for don’t assume they have more pri- ors. Health care providers, too, like research into the causes and treat- vacy than they have.” those in Texas, are amassing records ment of diseases. The question Referring back to the Texas case, of genetic information along with arises, however, if certain risks for Latanya Sweeney added that, in family medical histories and epide- these early adopters of the technol- her opinion, “Not to have the indi- miological data. ogy are inevitable. vidual as a first-hand party to the The results may be shared among Participants in PGP and other decision making, allowing them participants, creating an online sequencing services are required to control, is a formula for disaster.” community—described by one sign consent forms (and, for PGP, panelist as “Facebook for genet- to pass an entrance exam), but the The second panel discussion, ics”—or among medical research- text of those forms and the degree moderated by Jonathan Zittrain, ers who may benefit by gaining a to which a signature represents professor, Harvard Law School, better understanding of the role of informed consent vary among com- Harvard Kennedy School of Gov- genetics in diseases like diabetes panies and health care providers, as ernment, and SEAS, hinged on the and cancer. well as states. definition of autonomy. Zittrain Many experts believe genetic Professor Flier asked whether asked whether an individual should information should have a different subjects can ever be fully informed. have the right to obtain his or her level of protection than health care A person who signs a form today, own genetic information through a records. Some think it needs more he said, might be consenting to site like 23andMe.com without, for protection because it is inheritable applications that “can’t even be example, a prescription. and has great implications for family imagined during the lifetime of the “I’m all for people being able to do members; others argue that it needs individual.” Panelist Latanya Swee- it,” said John Schumann, assistant less protection because it represents ney, an expert in digital privacy and professor of medicine and faculty only potential outcomes, rather than Visiting Professor at Harvard and associate of the MacLean Center for conditions actually made manifest. MIT asked, “To what extent can Medical Ethics at the University of The Food and Drug Administra- one actually know the consequence Chicago, who is a practicing physi- tion regulates genetic testing as a of releasing that data? People have cian. To require medical guidance diagnostic tool under the Federal a horrible time calculating their risk for such a test, he said, is “burden- Food, Drug, and Cosmetic Act, and of harm…. Historically, that’s been some and very paternalistic.” individual states can enforce their the role of privacy policy, because Zittrain, who has been a par- own health care and privacy laws. we’re often in that position.” ticipant in 23andMe himself, dis- New York, for example, requires Church suggested that with time played a test result at the front of that genetic tests be ordered by a and education, public familiarity the room, which showed he had a licensed medical practitioner. In with genetics will increase as it has higher-than-average risk of devel- addition, the federal Genetic Infor- with computers and smart phones. oping venous thromboembolism. mation Nondiscrimination Act of Hank Greely, director of the Center He remarked that, knowing this, 2008 prohibits discrimination in for Law and the Biosciences at Stan- he was more likely to get up and employment and health insurance ford University, agreed that educa- stretch his legs during cross- on the basis of genetic makeup. tion is essential; he warned against country flights. Even with these safeguards, a “mismatch between public under- Results like that, or simple ones genetic analysis and information standing and expectations—public like finding out the sex of an unborn privacy remain a “wild West” for knowledge and scientific practice.” child, may be relatively easy to inter- ethicists, legal experts, and policy “In research we have a relation- pret. “Everybody understands what makers. For example, genetic altru- ship of trust with our participants, that means,” said Art Beaudet, IOM ists, such as those who volunteer to and that trust has to be based on member and chair of the Depart- participate in the Personal Genome a relationship with truth,” said ment of Molecular and Human Project (PGP), headed by George Christine Patch, chair of the Brit- Genetics at Baylor College of Medi- Church, a symposium panelist and ish Society of Human Genetics. cine. “But there may be other times professor of genetics at Harvard, do “I think it’s important that people when it’s a little more complex. You SUMMER 2011 57

might be at risk of hemochromato- information so they can make this building [the Academy of Arts sis. . . . Will you follow up on it, and more informed decisions. In my and Sciences] right now; this is as will you understand it?” mind, this enhances their auton much art as science.” “The idea is not to prevent peo- omy, not reduces it.” Video of the event will be avail- ple from making certain decisions,” As the allotted time ran out able online at http://academy.seas. said Gaia Bernstein, professor and the debate continued, Zittrain harvard.edu in the coming weeks. of law at Seton Hall University. tapped the podium and quipped, “It Biographies of all 12 participants are “The idea is to give them more just shows it is appropriate to be in also available.

A Message from NAE Vice President Maxine L. Savitz

long-range challenges that are criti- life. Some of these activities are cal to our nation’s future. highlighted below: I extend my sincere gratitude for some remarkable commitments from Rising Above the Gathering Storm, our members and friends in 2010: Revisited: Rapidly Approaching Category 5. In 2010, the Academies • Stephen D. Bechtel, Jr., whose published a follow-on report to the foundation provided very gener- landmark 2005 study that resulted ous funding for the current study in the passage of the America on integrated science, tech- COMPETES Act in 2007. The nology, engineering and math Maxine L. Savitz follow-on study concluded that our (iSTEM) education. country’s outlook has actually wors- I am pleased to report that 2010 • John Evans Estate for a bequest ened in the interim and that for the was a good year for fundraising. of $890,000 to support improv- United States to remain competi- Thanks to your generosity, we ing public understanding of tive in the global marketplace, we raised almost $2.5 million in new engineering. must invest in people, research, and gifts and pledges for NAE. More innovation as recommended in the • John and Janet Swanson for than $1.2 million of this was for the original report. We are pleased that establishing a charitable gift NAE Independent Fund, an unre- the America COMPETES Act was annuity (CGA) that will provide stricted fund that provides strategic reauthorized by Congress in Decem- unrestricted support for NAE in flexibility for NAE to take on high ber 2010. priority projects for which funding the future. from traditional government spon- • Joan and Irwin Jacobs for pro- Public Understanding of Engineer- sors is not available. viding matching funds for gifts ing. We all hope our economy will Philanthropic gifts now make up from the Class of 2010 that raised prosper, our populace will be healthy 30 percent of NAE’s operating bud- almost $48,000. and secure, and that our standard of get. Your support not only helps us living in the 21st century will be • The DuPont Corporation for its fulfill our mission to “promote the high. Engineering will be crucial latest pledge payment for core technological welfare of the nation,” to realizing these hopes. To ensure support of NAE. but also ensures our independence that we have a vibrant engineering and the high quality of our work. Collectively, your contribu- workforce, we must increase the While government provides criti- tions have made it possible for us quantity, quality, and diversity of cal funding for projects that address to respond to complex issues that our engineers and change the way the specific questions they pose, pri- affect our nation’s safety, long-term people perceive and talk about engi- vate donations enable us to address economic strength, and quality of neering. NAE continues to work The 58 BRIDGE on educating young people and the October 2010 inaugural USA Sci- and academia, and many of the public about the importance of engi- ence & Engineering Festival was a best U.S. universities and engineering to our society. The projects collaborative exhibit by NAE and neering schools are joining this described below brought us closer to Walt Disney Studios that blended grassroots effort. achieving those goals in 2010: themes from the recent motion As we approach NAE’s 50th anni- picture “TRON: Legacy” and the • Changing the Conversation versary in 2014, we will continue to NAE Grand Challenges for Engi- (CTC). The overall goal of this focus on building our endowment neering. Interactive activities project is to address “the public’s to ensure our long-term financial included performing brain surgery (mis)understanding of engineer- strength. In addition to our tradi- on a computer-generated replica ing.” Last year, NAE created a tional estate planning brunch at of a real brain; using 3-D scanning website (engineeringmessages.org) the NAE Annual Meeting, we plan to understand how this technol- designed to improve outreach to host estate planning seminars ogy brings together the real and to the public by the engineering in conjunction with selected NAE virtual worlds; and experiencing community. The site provides regional meetings. These events a trip into the “TRON: Legacy” both an interactive forum for will provide valuable information digital grid through 3-D light posting comments, questions, about deferred giving and estate painting, an activity created by and information and messaging- planning Disney especially for the festival. related tips and resources. Last On behalf of the NAE Council, The exhibit, which was supported fall, NAE also held a workshop I thank all of the members, friends, by a generous gift from the S.D. on engineering messaging during partner corporations, foundations, Bechtel, Jr., Foundation, attracted which more than 50 individu- government sponsors, and organiza- thousands of visitors and helped als from various segments of the tions that supported NAE in 2010. educate kids of all ages about the engineering community discussed We are grateful for your continued importance of engineering. how organizations have used involvement and generosity, and we CTC messages in their outreach • NAE Grand Challenges for look forward to working together to activities, explored how mes- Engineering have taken on a life address the engineering challenges saging can be used to “rebrand” of their own, and we hope they that lie ahead. engineering, and considered the will inspire the next generation pros and cons of large-scale com- of engineers. Grand Challenges munications campaigns. Summits in Raleigh, Phoenix, Chicago, Boston, Seattle, Dur- Maxine L. Savitz • U.S. Science and Engineer- ham, and Los Angeles attracted NAE Vice President ing Festival. A highlight of the leaders in business, government, SUMMER 2011 59

National Academy of Engineering 2010 Private Contributions

The National Academy Elwyn and Jennifer Michael and Sheila Held Lawrence and Carol Papay of Engineering gratefully Berlekamp Jane Hirsh Jack S. Parker acknowledges the following Diane and Norman M. Blakeman Ingle Shela and Kumar Patel members and friends who Bernstein Joan and Irwin Mark Edward E. Penhoet made charitable contribu- Mrs. Elkan R. Blout Jacobs Percy Pollard tions during 2010. Their Harry E. Bovay, Jr. Robert L. and Anne K. Robert A. Pritzker collective, private philan- David G. Bradley James Allen E. and Marilyn thropy helps to enhance the Donald L. Bren Anita K. Jones Puckett impact of NAE as advisor to Sydney Brenner Thomas V. Jones Ann and Michael Ramage the nation. Peg Byrom Trevor O. Jones Simon Ramo Russell L. Carson Kenneth A. Jonsson* Carol and David Richards Einstein Society Ralph J. and Carol M. Yuet Wai and Alvera Kan Anne and Walt Robb In recognition of members Cicerone Fred Kavli Henry M. Rowan and friends who have made A. James Clark Cindy and Jeong Kim George Rowe, Jr. lifetime contributions of James McConnell Clark Frederick A. Klingenstein Jack W. and Valerie Rowe $100,000 or more to the Dale and Jeanne Compton William I. Koch Mrs. Joseph E. Rowe National Academies as per- Roman W. DeSanctis Jill H. Kramer William J. Rutter sonal gifts or as gifts facili- Robert and Florence John W. Landis Stephen and Anne Ryan tated by the donor through a Deutsch William W. Lang Jillian Sackler donor advised fund, match- Charles W. Duneen, Jr. Gerald and Doris Laubach Raymond and Beverly ing gift program, or family George and Maggie Eads David M. Lederman Sackler foundation. Robert and Cornelia Whitney and Betty Henry and Susan Samueli Eaton MacMillan Bernard G. and Rhoda Anonymous Emmanuel Epstein William W. McGuire Sarnat John Abelson Richard Evans* Burton and DeeDee Maxine L. Savitz Bruce and Betty Alberts Harvey V. Fineberg and McMurtry Leonard D. Schaeffer Rose-Marie and Jack R. Mary E. Wilson Richard and Ronay Wendy and Eric Schmidt Anderson Tobie and Dan Fink Menschel Sara Lee and Axel Schupf John and Lise Armstrong George and Ann Fisher Dane and Mary Louise Shep and Carol Ruth Richard C. and Rita Harold K. and Betty A. Miller Shepherd Atkinson Forsen Mrs. G. William Miller Melvin I. Simon Norman R. Augustine William L. and Mary Kay George P. Mitchell Georges C. St. Laurent, Jr. Francisco J. and Hana Friend Gordon and Betty Moore Edward C. Stone Ayala Eugene Garfield Joe and Glenna Moore John and Janet Swanson William F. Ballhaus, Sr. William H. Gates III David and Lindsay Judy Swanson Craig and Barbara Barrett T. H. Geballe Morgenthaler Charlotte and Morry Thomas D. Barrow Penny and Bill George Richard M. Morrow Tanenbaum Jordan and Rhoda Baruch Nan and Chuck Geschke Philip and Sima Ted Turner Warren L. Batts Bernard M. Gordon Needleman Leslie L. Vadasz Stephen D. Bechtel, Jr. Barbara N. Grossman Gerda K. Nelson* Roy and Diana Vagelos Kenneth E. Behring Corbin Gwaltney Ralph S. O’Connor Charles M. and Rebecca C. Gordon Bell Margaret A. Hamburg and Peter O’Donnell, Jr. M. Vest Peter F. Brown Kenneth H. Olsen John C. Whitehead William M. Haney III Doris Pankow Wm. A. Wulf *Deceased The 60 BRIDGE

Alejandro Zaffaroni Chushiro Hayashi* John A. Swets E. Linn Draper, Jr. Janet and Jerry Zucker Michael and Sheila Held Esther S. Takeuchi Mildred S. Dresselhaus Thomas S. Inui Paul Talalay Thomas E. Everhart Heritage Society Richard B. Johnston, Jr. Ivan M. Viest Samuel C. Florman In recognition of members Anita K. Jones Willis H. Ware Robert C. Forney and friends who have con- Jerome Kagan Robert H. Wertheim Donald N. Frey* tributed to the future of John W. Landis Maw-Kuen Wu Richard L. Garwin the National Academies Norma M. Lang Wm. A. Wulf Louis V. Gerstner, Jr. through life income, William W. Lang Charles Yanofsky Martin E. Glicksman bequests, and other estate Thomas M. Leps* Michael Zubkoff Joseph W. Goodman and planned gifts. R. Duncan Luce William E. Gordon* Thomas S. Maddock Golden Bridge Society Robert W. Gore Andreas Acrivos Artur Mager In recognition of members Paul E. Gray Gene M. Amdahl Jane Menken of the National Academy of Paul R. Gray John C. Angus Gordon and Betty Moore Engineering who have made John O. Hallquist John and Lise Armstrong Arno G. Motulsky lifetime contributions of Delon Hampton Norman R. Augustine Van C. and Barbara Mow $20,000 to $99,999 to the John L. Hennessy Jack D. Barchas Guido Munch National Academies as per- Robert and Darlene Stanley Baum Mary O. Mundinger sonal gifts or as gifts facili- Hermann Stephen D. Bechtel, Jr. Philip and Sima tated by the donor through a David and Susan Hodges Clyde J. Behney Needleman donor advised fund, match- Kenneth F. Holtby Paul Berg Norman F. Ness ing gift program, or family Edward E. Hood, Jr. Franklin H. Blecher Ronald Nordgren foundation. Michael W. Hunkapiller Daniel Branton Gilbert S. Omenn Robert E. Kahn Robert and Lillian Brent Andreas Acrivos William and Constance Thomas Kailath Corale L. Brierley Clarence R. Allen Opie Paul G. and Marilyn James A. Brierley William F. Allen, Jr. Bradford W. and Virginia Kaminski John A. Clements Gene M. Amdahl W. Parkinson John and Wilma D. Walter Cohen William A. Anders Zack T. Pate Kassakian Morrel H. Cohen Bishnu S. Atal Frank Press Theodore C. Kennedy Stanley N. Cohen William F. Ballhaus, Jr. Simon Ramo James Krebs Colleen Conway-Welch William F. Banholzer Alexander Rich Kent Kresa Ellis and Bettsy Cowling Paul Baran Henry W. Riecken Lester C. and Joan M. Barbara J. Culliton Franklin H. Blecher Emanuel P. Rivers Krogh Malcolm R. Currie Erich Bloch Richard J. and Bonnie B. Bonnie Berger and Frank Ruth M. Davis Barry W. Boehm Robbins Thomson Leighton Peter N. Devreotes Lewis M. Branscomb James F. Roth Johanna Levelt Sengers Paul M. Doty Harold Brown Sheila A. Ryan Norman N. Li Mildred S. Dresselhaus George Bugliarello Paul R. Schimmel Frank W. Luerssen Gerard W. Elverum William Cavanaugh III Stuart F. Schlossman James F. Mathis Emanuel Epstein Robert A. Charpie Kenneth I. Shine Roger L. McCarthy William K. Estes Joseph V. Charyk Robert L. Sinsheimer Kenneth G. McKay* Richard Evans* John M. Cioffi Arnold and Constance James K. Mitchell Robert C. Forney Stephen H. Crandall Stancell John L. Moll Paul H. Gilbert Malcolm R. Currie H. Eugene Stanley Dan and Patsy Mote Martin E. Glicksman Ruth A. David Dale F. Stein Van C. and Barbara Mow George Gloeckler Lance A. Davis Rosemary A. Stevens George E. Mueller Ruth M. Davis John and Janet Swanson Dale and Marge Myers Gerald P. Dinneen *Deceased SUMMER 2011 61

Cynthia J. and Norman A. The Class of 2010 Matching Kent Kresa Josephine Cheng Nadel Gift Challenge matched, dollar David M. Lederman John M. Cioffi John Neerhout, Jr. for dollar, any gift to the NAE Roger L. McCarthy Stephen N. Finger Robert M. Nerem Independent Fund made by an Lawrence and Carol Papay Robert C. Forney Ronald Nordgren NAE member or foreign associate Ann and Michael Ramage William L. and Mary Kay Franklin M. Orr, Jr. elected in 2010. Donors are Simon Ramo Friend Simon Ostrach recognized in NAE’s annual giving Ronald L. Rivest Nan and Chuck Geschke Zack T. Pate societies, listed below, based on Anne and Walt Robb Charles O. Holliday, Jr. Donald E. Petersen their personal contribution. George A. Roberts Robert E. Kahn Dennis J. Picard Henry and Susan Samueli Paul G. and Marilyn Richard F. Rashid Catalyst Society Maxine L. Savitz Kaminski George B. Rathmann In recognition of members Robert F. Sproull Gerald and Doris Laubach Ronald L. Rivest and friends of the National Peter B. Teets Frank W. Luerssen George A. Roberts Academy of Engineering Charles M. and Rebecca John C. Martin Jonathan J. Rubinstein who contributed $10,000 M. Vest Dan and Patsy Mote Warren G. Schlinger or more in collective support Andrew J. Viterbi Cynthia J. and Norman A. Roland W. Schmitt for the National Academies Robert H. Wertheim Nadel Donald R. Scifres in 2010. We acknowledge Adrian Zaccaria Jack S. Parker Robert F. Sproull those contributions made as Dennis J. Picard Arnold and Constance personal gifts or as gifts facili- Friends Henry M. Rowan Stancell tated by the donor through a Anonymous Arnold and Constance Raymond S. Stata donor advised fund, match- Richard Evans* Stancell H. Guyford Stever* ing gift program, or family Barbara N. Grossman Leo J. and Joanne J. Stanley D. Stookey foundation. Peter O’Donnell, Jr. Thomas Peter B. Teets Gary and Diane Tooker Daniel M. Tellep NAE Members Rosette Society John C. Wall◊ Leo J. and Joanne J. Anonymous In recognition of members Willis H. Ware Thomas Craig and Barbara Barrett and friends of the National Vern W. Weekman, Jr. Gary and Diane Tooker Thomas D. Barrow Academy of Engineering Edgar S. Woolard, Jr. Ivan M. Viest Stephen D. Bechtel, Jr. who contributed between A. Thomas Young Andrew J. Viterbi Harry E. Bovay, Jr. $5,000 and $9,999 in Daniel I.C. Wang George Bugliarello collective support for the Friend Willis H. Ware Robert A. Charpie National Academies in Y.H. Gandhi William L. Wearly* A. James Clark 2010. We acknowledge Johannes Weertman Douglass D. Crombie those contributions made as Challenge Society Julia Weertman Ruth A. David personal gifts or as gifts facil- In recognition of NAE Robert H. Wertheim Lance A. Davis itated by the donor through a members and friends of Albert R. C. Westwood Robert and Cornelia donor advised fund, match- NAE who contributed Robert M. White Eaton ing gift program, or family between $2,500 and $4,999 Sheila E. Widnall Tobie and Dan Fink foundation. in collective support for John J. Wise Robert W. Gore the National Academies in Edward Woll* Paul R. Gray NAE Members 2010. We acknowledge A. Thomas Young John O. Hallquist Alfredo H. Ang those contributions made as Adrian Zaccaria Michael W. Hunkapiller Paul Baran personal gifts or as gifts facil- Joan and Irwin Mark C. Gordon Bell itated by the donor through a Jacobs Samuel W. Bodman donor advised fund, match- Brewster Kahle◊ Barry W. Boehm ing gift program, or family *Deceased Theodore C. Kennedy Joseph V. Charyk foundation. ◊ Giving matched by the Cindy and Jeong Kim Class of 2010 Challenge The 62 BRIDGE

NAE Members donor advised fund, match- Dale R. Corson Leroy E. Hood Rodney C. Adkins ing gift program, or family Gary L. Cowger John R. Howell Arden L. Bement, Jr. foundation. Henry Cox Evelyn L. Hu Becky and Tom Bergman◊ Stephen H. Crandall Mary Jane Irwin NAE Members Corbett Caudill Natalie W. Crawford Leah H. Jamieson Sunlin Chou Anonymous Malcolm R. Currie George W. Jeffs Paul Citron Asad A. Abidi Glen T. Daigger Barry C. Johnson Harry M. Conger Andreas Acrivos Ernest L. Daman Michael R. Johnson◊ Nicholas M. Donofrio William G. Agnew Lee L. Davenport G. Frank Joklik Anthony E. Fiorato Harl P. Aldrich, Jr. L. Berkley Davis Anita K. Jones Howard L. Frank Edward C. Aldridge, Jr. Carl de Boor Marshall G. Jones Arthur Gelb◊ Clarence R. Allen Pablo G. Debenedetti John L. and Nancy E. Paul E. Gray John David Anderson, Jr.◊ Raymond F. Decker Junkins Wesley L. Harris John L. Anderson Thomas and Bettie Deen Eric W. Kaler◊ Siegfried S. Hecker Diran Apelian Ralph L. Disney Melvin F. Kanninen John L. Hennessy Neil A. Armstrong Elisabeth M. Drake Abe E. Karem◊ Thomas Kailath Wm. Howard Arnold James J. Duderstadt Sung W. Kim John and Wilma Thomas W. Asmus George J. Dvorak Judson and Jeanne King Kassakian Ken Austin Gerard W. Elverum James L. Kirtley Derrick M. Kuzak◊ Wanda M. Austin Thomas E. Everhart Albert S. Kobayashi James F. Mathis Arthur B. Baggeroer Thomas V. Falkie Demetrious Koutsoftas Ronald Nordgren Clyde and Jeanette Baker Leroy M. Fingerson Lester C. and Joan M. William J. Perry David K. Barton George and Ann Fisher Krogh John W. Poduska, Sr. Forest Baskett III Edith M. Flanigen Thomas F. Kuech◊ Jerry Sanders Seth Bonder Samuel C. Florman Charles C. Ladd Joel S. Spira H. Kent Bowen Harold K. and Betty A. Hau L. Lee◊ Dale F. Stein Lewis M. Branscomb Forsen James U. Lemke Henry E. Stone Corale L. Brierley Heather and Gordon Fred J. Leonberger Willis S. White, Jr. James A. Brierley Forward Burn-Jeng Lin William R. Brody John S. Foster Jack E. Little Friend Alan C. Brown Douglas W. Fuerstenau Joseph C. Logue Kristine L. Bueche Andrew Brown, Jr. Paul G. Gaffney◊ J. David Lowell Harold Brown Elsa M. Garmire J. Ross and Margaret Charter Society James R. Burnett Donald P. Gaver Macdonald In recognition of members Jeffrey P. Buzen Louis V. Gerstner, Jr. Thomas S. Maddock and friends of the National Federico Capasso Alexander F. Giacco Artur Mager Academy of Engineering Selim A. Chacour Paul H. Gilbert Robert D. Maurer who contributed between Jean-Lou A. Chameau Richard D. Gitlin James C. McGroddy $1,000 and $2,499 in Chau-Chyun Chen Arthur L. Goldstein Robin K. McGuire collective support for the Gang Chen and Tracy Mary L. Good Terence P. McNulty National Academies in Chen◊ Joseph W. Goodman Kishor C. Mehta 2010. We acknowledge Stephen Z. Cheng Barbara J. Grosz Richard A. Meserve those contributions made as Brian Clark◊ Hermann K. Gummel James K. Mitchell personal gifts or as gifts facil- Philip R. Clark Juris Hartmanis Duncan T. Moore itated by the donor through a David R. Clarke George N. Hatsopoulos Edward and Stephanie Joseph M. Colucci David and Susan Hodges Moses Robert W. Conn Thom J. Hodgson Ali Mosleh◊ *Deceased Esther M. Conwell Edward E. Hood, Jr. Cherry A. Murray ◊ Giving matched by the Class of 2010 Challenge SUMMER 2011 63

Dale and Marge Myers Charlotte and Morry NAE Members Ned H. Burns Albert Narath Tanenbaum Anonymous Joost A. Businger Venkatesh Narayanamurti George Tchobanoglous H. Norman Abramson Anne and John Cahn John Neerhout, Jr. Matthew V. Tirrell Linda M. Abriola Gary S. Calabrese Robert M. Nerem James A. Trainham III Hadi Abu-Akeel James D. Callen Paul D. Nielsen◊ Hardy W. Trolander Mihran S. Agbabian E. Dean Carlson Matthew O’Donnell Richard H. Truly Nicolaos G. Alexopoulos William Cavanaugh III Robert B. Ormsby, Jr. James E. Turner, Jr. Frances E. Allen Don B. Chaffin Un-Chul Paek Thomas H. Vonder Haar Charles A. Amann A. Ray Chamberlain Shela and Kumar Patel Rob and Robyn Wagoner John E. Anderson Douglas M. Chapin H. W. Paxton David Walt and Michele John G. Anderson Vernon L. Chartier Stanford S. Penner May John C. Angus Andrew Chraplyvy Donald E. Petersen Darsh T. Wasan Frank F. Aplan Richard C. Chu Kurt E. Petersen Dean A. Watkins Kenneth E. Arnold Edmund M. Clarke William P. Pierskalla Johannes Weertman R. Lyndon Arscott John L. Cleasby Chris D. Poland Julia R. Weertman James R. Asay Danny Cohen William F. Powers J. Turner Whitted Peter M. Asbeck Robert E. Cohen◊ William R. Pulleyblank◊ Jack K. Wolf David Atlas John P. Connolly◊ Henry H. Rachford, Jr. Eugene Wong Donald W. Bahr Richard A. Conway Prabhakar Raghavan Herbert H. Woodson Rodica A. Baranescu Fernando J. Corbato Doraiswami Ramkrishna Richard N. Wright Grigory I. Barenblatt Ross B. Corotis Richard F. Rashid Wm. A. Wulf Robert W. Bartlett Richard W. Couch, Jr. Buddy D. Ratner Israel J. Wygnanski James B. Bassingthwaighte Arthur Coury Joseph B. Reagan Beverly and Loring Wyllie John W. Batchelor Eugene E. Covert Kenneth L. Reifsnider William W-G. Yeh Howard and Alice Baum David E. Crow Richard J. and Bonnie B. Yannis C. Yortsos Zdenek P. Bazant Lawrence B. Curtis Robbins William D. Young Georges and Marlene David E. Daniel Bernard I. Robertson Belfort Delbert E. Day Friends Warren M. Rohsenow Leo L. Beranek Charles* and Jacqueline Alton D. Romig, Jr. Brian D. Eckrose Toby Berger Desoer Mendel Rosenblum Evelyn S. Jones Arthur E. Bergles Robert C. DeVries Anatol Roshko Philip A. Bernstein George E. Dieter Other Individual William B. Russel James R. Biard Robert H. Dodds Donors Allen S. Russell Jack L. Blumenthal Albert A. Dorman Vinod K. Sahney In recognition of members F. Peter Boer Irwin Dorros Steven B. Sample and friends of the National Mark T. Bohr Earl H. Dowell Linda S. Sanford Academy of Engineering George H. Born E. Linn Draper Richard Scherrer◊ who contributed up to $999 Lillian C. Borrone T. Dixon Dudderar Ronald V. Schmidt in collective support for Willard S. Boyle Michael T. Duke◊ William R. Schowalter the National Academies in Rafael L. Bras David A. Dzombak Maurice E. Shank 2010. We acknowledge Clyde L. Briant◊ Peter S. Eagleson Raymond S. Stata those contributions made as Peter R. Bridenbaugh Robert C. Earlougher, Jr. Richard J. Stegemeier personal gifts or as gifts facil- Frederick P. Brooks, Jr. Lewis S. Edelheit Kenneth E. Stinson itated by the donor through a Norman H. Brooks Helen T. Edwards John and Janet Swanson donor advised fund, match- Rodney A. Brooks Bruce R. Ellingwood ing gift program, or family Howard J. Bruschi Richard Emmert foundation. Randal E. Bryant Joel S. Engel *Deceased Jack E. Buffington John V. Evans ◊ Giving matched by the Class of 2010 Challenge The 64 BRIDGE

Lawrence B. Evans Robert N. Hall Leonard J. Koch John O. Marsden◊ James R. Fair* William J. Hall Max A. Kohler David K. Matlock Robert M. Fano Eugene E. Haller◊ Bill and Ann Koros Fujio Matsuda Richard G. Farmer Thomas L. Hampton Herbert Kroemer William C. Maurer James A. Fay John M. Hanson Mark H. Kryder Walter J. McCarthy, Jr. Alexander Feiner George A. Harter John M. Kulicki William J. McCroskey Joseph Feinstein Julius J. Harwood Charles R. Kurkjian William McGuire Robert E. Fenton Adam Heller Richard T. Lahey, Jr. Ross E. McKinney Michael J. Fetkovich Martin E. Hellman Bruce M. Lake Robert M. McMeeking Morris E. Fine Robert W. Hellwarth Larry W. Lake Alan L. McWhorter Bruce A. Finlayson Arthur H. Heuer T. W. Lambe Angelo Miele Essex E. Finney, Jr. Gerald D. Hines James L. Lammie James J. Mikulski Millard S. and Barbara I. Narain G. Hingorani Benson J. Lamp James A. Miller Firebaugh George J. Hirasaki William W. Lang Warren F. Miller, Jr. John W. Fisher John P. Hirth Carl G. Langner Joan L. Mitchell Peter T. Flawn William C. Hittinger Robert C. Lanphier III Sanjit K. Mitra Merton C. Flemings David G. Hoag Louis J. Lanzerotti Richard K. Moore John A. Focht, Jr.* Allan S. Hoffman Cato T. Laurencin A. Stephen Morse G. David Forney Stanley H. Horowitz Alan Lawley Joel Moses Charles A. Fowler Thomas J. R. Hughes Edward D. Lazowska E. Phillip Muntz Judson C. French Izzat M. Idriss Margaret A. LeMone Earll M. Murman Eli Fromm Kenichi Iga Carroll N. LeTellier Haydn H. Murray Shun Chong Fung Sheldon E. Isakoff Johanna Levelt Sengers Gerald Nadler Mauricio Futran Akira Ishimaru Mark J. Levin Devaraysamudram R. Elmer L. and Jennifer Tatsuo Itoh Herbert S. Levinson Nagaraj Gaden Andrew Jackson and Salomon Levy David J. Nash Theodore V. Galambos Lillian A. Rankel Paul A. Libby Alan Needleman Gerald E. Galloway, Jr. Wilhelmina and Stephen Frances S. and George T. Stuart O. Nelson Edwin A. Gee Jaffe Ligler Joseph H. Newman Ronald L. Geer Robert B. Jansen Peter W. Likins Wesley Nyborg Maryellen Giger◊ David Japikse Robert A. Lindeman◊ David Okrent George J. Gleghorn Paul C. Jennings Kuo-Nan Liou Charles R. O’Melia* Herbert Gleiter James O. Jirsa Barbara H. Liskov Robert S. O’Neil Earnest F. Gloyna Donald L. Johnson C. Gordon Little Elaine S. Oran Richard J. Goldstein Angel G. Jordan Robert G. Loewy David H. Pai Steve and Nancy Aravind K. Joshi Andrew J. Lovinger Athanassios Z. Goldstein John W. Kalb Mark and Mary Panagiotopoulos Solomon W. Golomb Ivan P. Kaminow Lundstrom Morton B. Panish Roy W. Gould Ahsan Kareem Larry Lynn Stavros S. Papadopulos Gary S. Grest Kristina B. Katsaros Richard H. Lyon Frank L. Parker William Gropp◊ Hossein Kazemi Noel C. MacDonald Claire L. Parkinson William and Sharon Gross Ralph L. Keeney Albert Macovski Donald R. Paul Jerrier A. Haddad Howard H. Kehrl Christopher L. Magee Syd S. Peng Carl W. Hall Kenneth H. Keller Subhash Mahajan Alan W. Pense Carol K. Hall Chaitan Khosla William F. Marcuson III Nicholas A. Peppas Timothy L. Killeen Robert C. Marini John H. Perepezko John Kim Hans Mark Thomas K. Perkins *Deceased Riki Kobayashi James J. Markowsky Julia M. Phillips ◊ Giving matched by the Class of 2010 Challenge SUMMER 2011 65

Karl S. Pister Daniel P. Siewiorek Robert M. White Stephen Bechtel Fund Victor L. Poirier Arnold H. Silver Robert V. Whitman S. D. Bechtel, Jr. Stephen B. Pope◊ Peter G. Simpkins Kaspar J. Willam Foundation William R. Prindle Jack M. Sipress Ward O. Winer Bell Family Foundation Ronald F. Probstein Henry I. Smith Holden W. Withington Boeing PAC Match Charles W. Pryor, Jr. Gurindar S. Sohi David A. Woolhiser Program Edwin P. Przybylowicz Soroosh Sorooshian Eli Yablonovitch Bristol-Myers Squibb Robert H. Rediker Edgar A. Starke, Jr. Les Youd Foundation Gintaras V. Reklaitis Gunter Stein Laurence R. Young Combined Jewish Eli Reshotko Dean E. Stephan Paul Zia Philanthropies Bruce E. Rittmann Gregory Stephanopoulos Ben T. Zinn Community Foundation Jerome G. Rivard Thomas G. Stephens Dusan S. Zrnic for Southeastern Leslie E. Robertson and Beno Sternlicht Michigan Sawteen See Kenneth H. Stokoe II Friends Cooper Industries Lloyd M. Robeson Richard G. Strauch Anonymous Matching Gift Program Stephen M. Robinson G. B. Stringfellow Marguerite Adams CRDF Global Theodore Rockwell Stanley C. Suboleski Nan E. Boileau Cummins Business Ignacio Rodriguez-Iturbe Richard M. Swanson McKenzie Brown Services Arye Rosen James M. Symons Barton Darrow Duke Energy Corporation Ken Rosen Rodney J. Tabaczynski Frances P. Elliott Employees Charity Arthur H. Rosenfeld◊ Charles E. Taylor Laurence F. Friedman Organization of Hans T. Rossby Edwin L. Thomas Joan A. Hulm Northrop Grumman William B. Rouse R. Bruce Thompson Thomas C. Irving EnergySolutions B. Don and Becky Russell James M. Tien Patricia M. Jones ExxonMobil Foundation Jean E. Sammet Neil E. Todreas Daniel Kaplan Fidelity Charitable Gift Peter W. Sauer John W. Townsend, Jr. Roger and Dolores Kiel Fund Thorndike Saville, Jr. Charles E. Treanor Margaret Lin GE Foundation Robert F. Sawyer Alvin W. Trivelpiece Radka Z. Nebesky General Electric Company Roland W. Schmitt Howard S. Turner Barbara Lynn O’Looney GivingExpress Online Jerald L. Schnoor Moshe Y. Vardi Bob and Connie Pinkham from American Express Walter J. Schrenk Walter G. Vincenti Georgia Scordelis Google Inc. Alan Schriesheim Harold J. Vinegar Mary L. Snyder The Grainger Foundation Albert B. Schultz Irv Waaland Roberta van Schilfgaarde Institute of Noise Control Henry G. Schwartz, Jr. C. Michael Walton Engineering of the USA Lyle H. Schwartz John D. Warner Foundations, Jewish Community Mischa Schwartz Warren M. Washington Corporations, and Foundation San Diego Terrence J. Sejnowski John T. Watson Other Organizations W.M. Keck Foundation Hratch G. Semerjian Walter J. Weber, Jr. In recognition of founda- Littleton Soccer Club Robert J. Serafin Mark N. Wegman◊ tions, corporations, and other Lutron Foundation F. Stan Settles Robert J. Weimer organizations that contrib- Medtronic Foundation Don W. Shaw Lawrence M. Wein uted to NAE in 2010. Microsoft Corporation Thomas B. Sheridan Shelly Weinbaum Microsoft Matching Avid Solutions Industrial Martin B. Sherwin Sheldon Weinig Gift Program/Giving Process Control Reuel Shinnar Irwin Welber Campaign The AYCO Charitable Neil G. Siegel Jasper A. Welch, Jr. Gordon and Betty Moore Foundation Edward Wenk, Jr. Foundation Baltimore Community John J. Wetzel II NACCO Industries, Inc. Foundation *Deceased David A. Whelan National Philanthropic ◊ Giving matched by the The Bechtel Foundation Class of 2010 Challenge Robert M. White Trust The 66 BRIDGE

Network For Good QUALCOMM Inc. Stevens Institute of The University of Texas Oak Ridge National Brian and Jill Rowe Technology Zarem Foundation Laboratory Foundation The Teagle Foundation, We have made every effort O’Donnell Foundation Samueli Foundation Inc. to list donors accurately and The Ohio University The San Diego Triangle Community according to their wishes. Foundation Foundation Foundation Inc. If we have made an error, The Omaha Community The Seattle Foundation United Way of Central please accept our apologies Foundation Silicon Valley Community New Mexico and contact the Development Parametric Technology Foundation University of California, Office at (202) 334-2431 so Corporation Southwest Research Los Angeles we can correct our records. PJM Interconnection Institute

Calendar of Events

June 27–30 International Council of Academies July 20–21 Grand Challenge Scholars Program August 5–6 NRC Governing Board Meeting of Engineering and Technological Workshop Woods Hole, Massachusetts Sciences (CAETS) Austin, Texas September 12 Workshop on Energy Ethics Mexico City, Mexico August 2–4 NAE Council Meeting in Science and Engineering Woods Hole, Massachusetts Education

All meetings are held in Washington, D.C., unless otherwise noted. SUMMER 2011 67

In Memoriam

NEAL R. AMUNDSON, 95, and Newport News Shipbuilding, recording and for industrial and retired professor, University of died on October 8, 2010. Mr. Camp- academic leadership.” Houston, died on February 16, 2011. bell was elected to NAE in 1991 “for Dr. Amundson was elected to NAE outstanding leadership in advancing W. JACK HOWARD, 88, retired in 1970 “for pioneering contribu- maritime design and manufacturing executive vice president, San- tions to the fundamental analysis of techniques.” dia National Laboratories, died on chemical processes and leadership September 13, 2010. Mr. Howard in chemical engineering education.” MOUSTAFA T. CHAHINE, 76, was elected to NAE in 1979 “for senior research scientist, Jet Pro- contributions to nuclear ordnance PAUL M. ANDERSON, 86, presi- pulsion Laboratory, died on March engineering, particularly in systems dent, Power Math Associates, died 23, 2011. Dr. Chahine was elected concepts, command, control, intel- on April 26, 2011. Dr. Anderson to NAE in 2009 “for leadership in ligence, and safety.” was elected to NAE in 2009 “for determining the structure and com- contributions that have advanced position of the Earth’s atmosphere RIK HUISKES, 66, professor of the analysis and control of electric from space observations.” biomedical engineering, Depart- power systems worldwide.” ment of Biomedical Engineering, HARRY W. COOVER, 94, retired Eindhoven University of Technol- PAUL BARAN, 84, chairman, vice president, Eastman Kodak ogy, Netherlands, died on Decem- NovoVentures Inc., died on March Company, and consultant, died on ber 24, 2010. Dr. Huiskes was 26, 2011. Mr. Baran was elected to March 26, 2011. Dr. Coover was elected a foreign associate of NAE NAE in 1996 “for the concept of elected to NAE in 1983 “for sig- in 2005 “for advancing the under- packet-switching and for its techni- nificant contributions in widely standing of how bone prostheses cal development and utilization.” diverse fields of applied chemistry, affect the functioning of the living management of industrial research, human skeleton.” THOMAS D. BARROW, 86, engineering and development, and Thomson-Barrow Corporation, died national research activities.” CHARLES H. KAMAN, 91, on January 27, 2011. Dr. Barrow was chairman emeritus, Board of Direc- elected to NAE in 1974 “for leader- ROBERT L. FLEISCHER, 80, tors, Kaman Corporation, died on ship in the development of geologic research professor of geology, January 31, 2011. Mr. Kaman was analysis and methods contributing Department of Geology, Union elected to NAE in 1967 “for aero- to worldwide petroleum resource College, died on March 3, 2011. nautical research and development.” discoveries.” Dr. Fleischer was elected to NAE in 1993 “for contributions to the CHRISTIAN J. LAMBERTSEN, GEORGE BUGLIARELLO, 83, development and diverse applica- 93, Emeritus Distinguished Profes- president emeritus and univer- tions of high-temperature materi- sor of Environmental Medicine, sity professor, Polytechnic Insti- als, solid solution hardening, and University of Pennsylvania, died on tute of NYU, died on February 18, etched particle track detectors.” February 11, 2011. Dr. Lambertsen 2011. Dr. Bugliarello was elected was elected to NAE in 1977 “for to NAE in 1987 “for outstanding WILLIAM A. GROSS, 86, pro- contributions to environmental sci- contributions in biomedical engi- fessor and dean, emeritus, The ence and to diving physiology and neering, fluid mechanics, and socio- University of New Mexico, and technology.” technology, and for leadership in consultant, died on February 20, technological education.” 2011. Dr. Gross was elected to JOHN G. LINVILL, 91, Canon NAE in 1996 “for air bearings U.S.A. Professor of Engineering, EDWARD J. CAMPBELL, 82, research leading to magnetic disk Emeritus, Stanford University, died retired president, J.I. Case Company memories and low-cost video February 19, 2011. Dr. Linvill was The 68 BRIDGE elected to NAE in 1971 “for leader- GLENN A. SCHURMAN, 88, for the development of novel ultra- ship in education as a teacher and retired vice president, production, sonic technology.” writer and, as an administrator, in Chevron Corporation, died on the development of a reader for the December 30, 2010. Dr. Schur- KLAUS D. TIMMERHAUS, 86, blind based on modern electronics man was elected to NAE in 1980 professor and President’s Teaching technology.” “for leadership in a major offshore Scholar, Department of Chemical engineering achievement which has and Biochemical Engineering, Uni- FRANK A. MCCLINTOCK, 90, advanced deepwater oil production versity of Colorado, died on Febru- Professor Emeritus of Mechanical technology.” ary 11, 2011. Dr. Timmerhaus was Engineering, Massachusetts Institute elected to NAE in 1975 “for con- of Technology, died on February 20, LEO J. THOMAS, 74, retired tributions in research in cryogenic 2011. Dr. McClintock was elected executive vice president, Eastman engineering and national leader- to NAE in 1991 “for pioneering and Kodak Company, died on April 11, ship in support and development of sustained contributions to the under- 2011. Dr. Thomas was elected to chemistry and energetics research.” standing of the process of ductile NAE in 1984 “for imaginative and fracture of engineering materials.” productive leadership in the man- EDWARD WOLL, 96, retired vice agement of science and engineer- president, GE Aircraft Engines, KENNETH H. OLSEN, 84, ing leading to the development of died on December 17, 2010. Mr. retired chairman, Modular Services, innovative products for the con- Woll was elected to NAE in 1977 LLC, died on Feburary 6, 2011. Mr. sumer and commercial-industrial “for contributions to the pioneering Olsen was elected to NAE in 1977 marketplaces.” development and evolution of air- “for leadership in the design and craft gas turbines.” manufacturing of computers.” R. BRUCE THOMPSON, 69, director, Center for Non-destructive EDWIN L. ZEBROSKI, 89, inde- OWEN M. PHILLIPS, 79, Decker Evaluation, Institute for Physical pendent consultant, died on Octo- Professor in Science and Engineer- Research and Technology, Distin- ber 19, 2010. Dr. Zebroski was ing, Emeritus, and principal research guished Professor, Materials Science, elected in 1981 “for outstanding scientist, The Johns Hopkins Uni- and Aerospace Engineering, Iowa contributions in fuel performance, versity, died on October 13, 2010. State University, died on March 7, reprocessing, advanced reactor Dr. Phillips was elected to NAE in 2011. Dr. Thompson was elected designs and safety analyses leading 1996 “for analyses of multivaried to NAE in 2003 “for outstanding to commercial utilization of nuclear ocean, atmospheric, and geological contributions to nondestructive energy.” flow processes of importance in ocean evaluation, materials processing, and environmental engineering.” and life-cycle management, and SUMMER 2011 69

Publications of Interest

The following reports have been NAE member Andrew M. Weiner, NAE members on the study com- published recently by the National Scifres Distinguished Professor, mittee were Joseph M. DeSimone, Academy of Engineering or the School of Electrical and Computer W.R. Kenan Jr. Distinguished Pro- National Research Council. Unless Engineering, Purdue University, fessor of Chemistry and Chemical otherwise noted, all publications are chaired the symposium organizing Engineering, University of North for sale (prepaid) from the National committee. Paper, $40.00. Carolina at Chapel Hill; Stephen Academies Press (NAP), 500 Fifth M. Pollock, Herrick Emeritus Pro- Street, N.W., Lockbox 285, Wash- BioWatch and Public Health Surveillance: fessor of Manufacturing, Univer- ington, DC 20055. For more infor- Evaluating Systems for the Early Detec- sity of Michigan; and Jerome S. mation or to place an order, contact tion of Biological Threats: Abbreviated Schultz, Distinguished Professor NAP online at http://www.nap.edu Version. In the aftermath of Sep- and chair, Department of Bioengi- or by phone at (888) 624-8373. tember 11 and the anthrax letters, neering, University of California, (Note: Prices quoted are subject to the U.S. Department of Homeland Riverside. Paper, $50.50. change without notice. Online orders Security (DHS) introduced Bio- receive a 20 percent discount. Please Watch, a federal monitoring system Evaluating Testing, Costs, and Benefits add $4.50 for shipping and handling for to detect specific biological agents of Advanced Spectroscopic Portals for the first book and $0.95 for each addi- that might be released in aerosolized Screening Cargo at Ports of Entry: Final tional book. Add applicable sales tax form. In 2008, at the direction of Report (Abbreviated Version). This or GST if you live in CA, DC, FL, Congress, DHS asked the Institute letter report is an abbreviated ver- MD, MO, TX, or Canada.) of Medicine and National Research sion of an interim report on test- Council to convene a committee to ing, evaluation, costs, and benefits Frontiers of Engineering: Reports on (1) evaluate the costs and merits of of advanced spectroscopic portals Leading-Edge Engineering from the the current BioWatch program and (ASPs) (issued in June 2009 and 2010 Symposium. The extended plans for a new generation of Bio- updated in October 2009). The summaries collected in this volume Watch devices, (2) review the sur- letter incorporates findings by the were the basis for presentations at veillance of infectious diseases by committee since the update was the National Academy of Engineer- hospitals and public health agencies published and clarifies the mes- ing 2010 U.S. Frontiers of Engineer- in the United States, and (3) deter- sages in the interim report based ing (FOE) Symposium. Every year, mine if BioWatch and traditional on recent work by the Domestic FOE brings together 100 outstand- surveillance measures are redundant Nuclear Detection Office. The ing young leaders in engineering to or complementary. The study com- committee also provides sugges- exchange information on cutting- mittee concluded that testing of the tions for improving testing and edge research and technical work. current BioWatch program must be evaluation, assessing costs and ben- The 2010 symposium, on Septem- conducted to demonstrate its effec- efits, and deploying ASPs. The let- ber 23–25, was hosted by IBM and tiveness and that the program would ter closes with a reiteration of key held at the IBM Learning Center be more useful if there was more points and the committee’s findings in Armonk, New York. The top- collaboration with public health and recommendations. ics for the symposium were: cloud systems. The committee also rec- NAE member Richard E. Blahut, computing; engineering and music; ommended that infectious disease Henry Magnuski Professor, Depart- autonomous aerospace systems; and surveillance and disease detection ment of Electrical and Computer engineering inspired by biology. resources in both public and private Engineering, University of Illinois The papers in this volume convey health care systems be re-evaluated at Urbana-Champaign, was a mem- the excitement of this unique sym- and improved, as necessary. This ber of the study committee. Paper, posium series. volume provides an abbreviated $15.00. summary of the full report. The 70 BRIDGE

Evaluation of U.S. Air Force Preacquisi- missions, operations, and character- and management practices. Behav- tion Technology Development. Many istics of the intelligence community. ioral and social scientific knowledge delays and cost overruns in U.S. The following 12 papers provide in- can also help improve all phases of Air Force (USAF) programs can be depth reviews of key topics related to the analytic cycle, including the attributed to the incorporation of analytic methods, analysts, and orga- recruitment, selection, training, and advanced technologies into major nizations. Each paper documents the motivation of analysts; the mastery systems. The Air Force is trying to latest advances in relevant science and deployment of analytic meth- determine the best way of using exist- and can be used as a stand-alone ods; the organization of day-to-day ing policies, processes, and resources resource. As a collection, this vol- work by analysts, as individuals and to document and execute technol- ume provides a broad perspective on teams; and communication with ogy development, including ways issues involved in making difficult customers. The committee offers to facilitate the rapid acquisition of decisions and analytic processes and five general recommendations for revolutionary capabilities and the an evidentiary base for the National practical ways to apply the behav- more deliberate acquisition of evo- Research Council report, Intelligence ioral and social sciences to achieve lutionary capabilities. This report Analysis for Tomorrow: Advances both immediate and long-term ben- provides a review of the current state from the Behavioral and Social Sciences efits at modest cost and with mini- of USAF technology development (see below). mal disruption. and the environment in which new NAE member Edward H. Kaplan, NAE member Edward H. Kaplan, technology is acquired. The com- William N. and Marie A. Beach William N. and Marie A. Beach mittee’s recommendations are based Professor of Management Sciences, Professor of Management Sciences, on best practices in government and School of Management; professor School of Management; professor industry acquisition. of public health, School of Public of public health, School of Public NAE member Donald C. Fraser, Health; and professor of engineering, Health; and professor of engineering, Draper Laboratory (retired), was School of Engineering and Applied School of Engineering and Applied vice chair of the study committee. Science, Yale University, was a mem- Science, Yale University, was a mem- Paper, $33.75. ber of the study committee. Paper, ber of the study committee. Paper, $70.00. $30.25. Intelligence Analysis for Tomorrow: Behavioral and Social Scientific Foun- Intelligence Analysis for Tomorrow: Engineering Aviation Security Environ- dations. The U.S. intelligence Advances from the Behavioral and Social ments—False Alarm Reduction: Interim community is a complex enter- Sciences. The intelligence com- Report (Letter Report). The Trans- prise that depends on how well its munity has been seeking ways to portation Security Administration people perform. Although they use improve its performance and expand (TSA) was created as a separate sophisticated technologies, people its capabilities. In 2008, the Office entity under the U.S. Department ultimately must rely on their own of the Director of National Intelli- of Transportation as part of the abilities to identify, synthesize, gence asked the National Research Air Transportation Security Act in and communicate information on Council to establish a committee 2001. As of December 31, 2002, all which the nation’s security depends. to synthesize and assess evidence checked baggage on U.S. flights had Therefore, intelligence operatives from the behavioral and social sci- to be scanned by explosive detec- must be well trained, highly moti- ences relevant to analytic methods tion systems (EDSs). Because EDS vated, thoughtful individuals, and and their potential applications for equipment had to be procured and intelligence organizations must be the U.S. intelligence community. installed quickly and universally, able to value and coordinate their In this report, the committee offers attention was focused on already capabilities. The papers in this vol- recommendations for how knowl- certified systems (mostly computed ume provide up-to-date scientific edge based on behavioral and social tomography scanners) and proce- guidance for improving individual sciences can be used to improve dures for screening where certified and group judgments and communi- how the intelligence community equipment was not yet available. cation among analysts. The open- characterizes and evaluates analytic The U.S. Department of Homeland ing chapter focuses on the structure, assumptions, methods, technologies, Security asked the National Research SUMMER 2011 71

Council to conduct a study on EDSs for the importance of 21st century Research Opportunities in Corrosion currently used in airports and the choices to achieve long-term cli- Science and Engineering. The field of problem of false positives. The com- mate stabilization. corrosion science and engineering mittee assesses the impact of false NAE member Dennis P. Letten- is on the threshold of important positives on personnel and resource maier, Robert and Irene Sylvester advances in lifetime prediction and allocations and recommends Professor of Civil and Environmen- technological solutions, enabled (1) ways to mitigate false positives tal Engineering, University of Wash- by the convergence of experimen- without increasing false negatives ington, was a member of the study tal and computational length and and (2) related short- and long-term committee. Paper, $47.00. timescales and new modeling tech- research. The recommendations in niques. Nevertheless, corrosion is this letter report will be included Managing University Intellectual Prop- rarely considered a factor in product in the final report. erty in the Public Interest. The Bayh- designs. Even in condition moni- NAE members on the study com- Dole Act of 1980 changed federal toring and predictions of remaining mittee were B. John Garrick, inde- policy to require more uniformity in product life (prognosis), corrosion pendent consultant, Laguna Beach, how research agencies treat inven- factors are not usually considered. California, and Gary H. Glover, tions based on work they spon- Thus, opportunities are being lost professor of radiology, Lucas Imag- sor. Up to then, if a government for using materials design and engi- ing Center, Stanford University. agency funded university research, neering tools to stimulate research Free PDF. the agency retained ownership of on corrosion for quantitative life the knowledge and technologies predictions, the incorporation of Climate Stabilization Targets: Emis- that resulted, but very little was com- state-of-the-art sensors into experi- sions, Concentrations, and Impacts over mercialized. As a result of the Bayh- mental and materials architectures, Decades to Millennia. Decisions made Dole Act, the number of patents and and the introduction of measures today to reduce emissions of carbon licenses increased, raising question of environmental degradation. In dioxide and other greenhouse gases about whether this would inhibit this report, the major challenges from the burning of fossil fuels will other kinds of knowledge transfer. facing the corrosion research com- affect climate change not just for Concerns have also arisen that uni- munity are identified, research the next few decades, but for cen- versities might be tempted to steer opportunities in corrosion science turies, perhaps millennia, to come. researchers away from curiosity- and engineering are highlighted, According to this new report, cli- driven topics and toward applied and a national strategy for corrosion mate science can now quantify research that could yield financial research is developed. The present relationships between increases in returns. To address these concerns, report is a logical complement to atmospheric carbon dioxide, global the National Research Council the recently published Assessment of warming, and changes in climate convened a committee of experts Corrosion Education, which argued (e.g., changes in stream flow, wild- from universities, industry, founda- for academic, industry, and govern- fires, agricultural productivity, tions, and other organizations, as ment support for technical educa- extreme heat waves, and sea level well as scholars of the subject, to tion and research. rise). Based on analyses and infor- review the effects of the current sys- NAE member Lyle H. Schwartz. mation in the scientific literature, tem on technology transfer and to retired director, Air Force Office the study committee quantifies recommend improvements. This of Scientific Research, was a mem- outcomes for different stabilization volume provides summaries of the ber of the study committee. Paper, targets (i.e., concentrations of green- committee’s principal findings and $40.25. house gases). Although no specific recommendations. targets are recommended, these esti- NAE member Edward D. Lazow 2009-2010 Assessment of the Army mates shed light on relationships ska, Bill & Melinda Gates Chair in Research Laboratory. Since 1996, among emissions, greenhouse gas Computer Science and Engineer- the National Research Council concentrations, temperatures, and ing, University of Washington, (NRC) Army Research Labora- impacts. The committee’s science- was a member of the study commit- tory Technical Assessment Board based arguments make a strong case tee. Paper, $31.75. (ARLTAB) has provided biannual The 72 BRIDGE assessments of the scientific and concluded that ARL has made sig- primary missions of organizations technical quality of research, devel- nificant advances in research and that operate U.S. nuclear facilities. opment, and analysis programs at development to achieve its mission To address these issues, Congress the Army Research Laboratory requirements. directed the National Nuclear Secu- (ARL). ARLTAB is assisted by six NAE members of the assessment rity Administration (NNSA)—a NRC panels, each of which focuses board are Lyle H. Schwartz (chair), semi-autonomous agency in the on programs in one ARL director- senior research associate, Depart- U.S. Department of Energy—to ask ate. When requested, ARLTAB also ment of Materials Science and the National Academies for advice examines inter-directorate work. Engineering, University of Mary- on augmenting security, with a focus The current report is a summary land, and retired director, Air Force on the applicability of quantitative of findings for 2009–2010. During Office of Scientific Research; David and other risk-based approaches for that time, 96 volunteer experts in E. Crow. professor of mechanical securing facilities. The study com- relevant fields of science and engi- engineering, University of Con- mittee concluded that, because there neering participated in annual visits necticut, and senior vice president is no comprehensive analytical basis to ARL to attend formal presenta- of engineering, retired, Pratt and for defining attack strategies that tions of technical work, examine Whitney; and Debasis Mitra, vice might be used by an adversary or the facilities, engage in technical dis- president, Chief Scientist’s Office, probabilities associated with them, cussions with ARL staff, and review Bell Labs, Alcatel-Lucent. Paper, assessing security risks more quan- ARL technical materials. Based on $33.50. titatively or precisely would not be this information, the review board the best approach to balancing cost, concluded that the overall quality Understanding and Managing Risk in security, and operations. However, of ARL’s technical staff and work Security Systems for the DOE Nuclear the committee also concluded that continues to be impressive and Weapons Complex. The United using structured thinking processes applauded ARL for its passionate States devotes considerable and techniques to characterize concern for the end users of its tech- resources to maintaining security at security risk could improve NNSA’s nologies—soldiers in the field—and facilities that house nuclear weap- understanding of its vulnerabilities, for its focus on the importance of ons and significant quantities of which could lead to more effective transitioning technology to support special nuclear materials (SNM). resource allocation. immediate and long-term Army In today’s budget-constrained envi- NAE members on the study com- needs. The reviewers also noted ronment, these security measures mittee were Chris G. Whipple that ARL staff continue to expand must be not only effective, but also (chair), principal, ENVIRON, and their engagement with the larger as efficient as possible. Thus, they George E. Apostolakis, Nuclear scientific and engineering com- must incur reasonable costs and Regulatory Commission. Paper, munity. In general, the reviewers impose minimal burdens on the $15.00.

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