Historic Naming Initiative Breaks New Ground in Motorsport and Engineering
In a seminal step for both motorsport and gender diversity, Engineers Australia, in association with the creative agency Bastion, has unveiled the ‘In Her Corner’ initiative. This trailblazing effort will witness a corner at the Formula 1 Australian Grand Prix circuit, named after a female engineer who has made groundbreaking contributions, for the first time ever in Formula 1 history, a racetrack turn has been dedicated to a woman.
The proposal is meant to spotlight powerfully women engineers’ contributions that are often underappreciated but vital. By literally putting a female engineer’s name on the map at one of the world’s most prestigious sporting events, Engineers Australia seeks to inspire a new generation of girls to consider careers in STEM fields.
The chosen corner will be prominently featured in global broadcast coverage, delivering a message of inclusion to millions of viewers.
Romilly Madew, the CEO of Engineers Australia, pointed out that the ‘In Her Corner’ project is primarily about setting up a visible, long-lasting symbol. We are turning a point on the track where precision engineering meets peak performance into a monument for female ingenuity. This is not a sign with just a name. This is a declaration of the presence of women in the past, the present, and future, to the field of engineering and their contribution to it, and to be fundamental to engineering excellence.
This campaign developed by Bastion is not only meant for the racetrack. It entails a multi-channel strategy that features digital content, educational partnerships, and community engagement programs specifically designed to connect young Australians with female role models in engineering. The process of choosing the engineer who will receive this historic honour will involve a national nomination and voting system, helping to engage the public in the selection process.
A new kind of corporate advocacy is represented through the partnership of a professional body and a major sports franchise. The massive Formula 1 platform that they are leveraging to further their message of corporate advocacy is not only to engineering profession but, also to sports fans, and the future leaders of industries who are enjoying the show and at the same time, are breaking stereotypes.
The ‘In Her Corner’ initiative will be launched at the upcoming Australian Grand Prix, where the newly named corner will become a part of the circuit’s history forever. Progress, like a car well designed, needs every corner of the team, be it people or skills involved.
Source: bandt
