The 2008 National Academy of
Engineering report Changing the Conversation:
Messages for Improving Public Understanding
of Engineering focused on
making engineering more attractive to
the public in general and young
women in particular by improving the
image of engineering as a profession
that directly influences quality of life.
The study found that taglines such as
“Engineers make a world of difference”
and “Engineering is essential to our
health, happiness, and safety” resonated
particularly well with girls.