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 dis tin guished scholars engaged in scientific Acad e my of Sciences to secure the services of eminent members of and engineering research, dedicated to the furtherance of science and appropriate pro fes sions 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 gov ern ment 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 Na tion al Academy of Sciences, as a parallel Academy of Sci enc es in 1916 to associate the broad community of organization of out stand ing engineers. It is autonomous in its adminis- science and technology with the Academy’s purposes of fur ther ing tration and in the selection of its members, sharing with the National knowledge and advising the federal government. Func tion ing 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 En gi neer ing 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 en gi neer ing 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 popula- tion with a continuing high quality of life. Mitch Baranowski is founding partner and chief cre- ative 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.