In the old days, when children were asked what they wanted to be when they grew up, invariably they came up with jobs such as train driver, fireman, policeman or nurse. Nowadays it's more likely to be footballer, fashion model, pop star, pilot or Formula One racing driver.
The job that hardly ever appears on the list is engineer. Yet behind each of these popular jobs lies the full force of the engineering profession. Indeed, without it none of these favourite careers would even exist.
The negative association of the word engineer is something that the Campaign to Promote Engineering is now trying to dispel, once and for all.
"We are saying to boys and girls: 'just have a look at what engineers actually do, you'll be surprised'," says Tony Butler, CPE's operations manager. "Everything we use in our lives has been designed and built by engineers. There is not one product that we use that hasn't been touched by an engineer. It's the idea that it's a boring backroom job that we must get rid of. It's vital we change perceptions and beliefs."
CPE raised its profile by taking part in Career Quest, which was itself part of BBC Television's "Tomorrow's World" live event at Earls Court, London recently.
"Engineers: Changing Perceptions" allowed participants to experiment with new technology, to interact with exhibits that demonstrate the key relationships between learning skills and future prosperity. And it made great play of innovations in engineering.
"We need to get young people into situations where they can use their hands in an engineering sense," says Butler. "Luckily, the new electronics is widespread and a normal part of everyday life in a way that traditional engineering is not. Design and build projects are a great way of experiencing the basic qualities required of an engineer."
There is a severe shortage of young people going into engineering. In order to counter this, for the past three years, some of the biggest names in UK and world engineering, along with the Government, have been prepared to back CPE.Last year nearly 400,000 young people got the opportunity to see what really happens at an engineering facility.
CPE's campaign is being boosted by the Department of Trade and Industry and SETNET, the Science, Engineering and Technology Network, who have joined forces to establish centres where young people can find out about the opportunities in the field.
The initiative received the backing of Trevor Philips, chairman of the London Assembly, who said: "There is a real need for children to consider careers in science and engineering. We need to do all we can to encourage youngsters and I am offering £200 of my own money for a piece of work to be produced that represents scientific discovery."
The joint partnership also organises road shows that promote science, engineering and technology in shopping centres, thereby reaching a much wider and diverse audience than usual.
Ray Peacock, chief executive of SETNET, said: "By bringing schools, business and research closer together to promote excellence and by having scientists, technologists and engineers working in partnership, these centres inspire young people."
And this year CPE is working closely with Science Year to set up a national engineering competition. More details can be obtained on its website.
CPE's industry-led campaign seeks to increase the value placed on engineers and engineering by the public and to point out the attractions of engineering as a career option by demonstrating that it is crucial in ensuring economic balance in the UK.
The organisation is also trying to get teachers, parents and careers advisers to tap into and harness that initial spark of interest and enthusiasm that children show for the practical world. They are keen that it doesn't get lost in the heavy examination demands of the national curriculum.
In a wider sense, it is enthusing at every opportunity about the value of linked subjects such as science, technology and mathematics. Overall, as a result of its efforts, in 10 years' time it hopes to have brought in the required number of engineering graduates.
These aims are conveyed at a local level by its 13 regional groups participating with industry and educational groups, and nationally through partnerships with major organisations.
One of the most interesting projects that CPE has fostered is Greenpower. Now in its third year, the scheme organises electric car events for primary and secondary schools on a design, build and race basis.
Through sponsorship from Lucas and Fractional Horsepower Motors, Greenpower is able to give identical motors and batteries, along with Formula Specification, to all secondary schools entering. The pupils then design and build a car with help from Neighbourhood Engineers, local engineering companies, parents and colleges. The cars are then raced in six-hour marathons at high-profile events.
Through this format over 15 children from each school plus teachers, parents and supporting engineers are actively involved over a period of up to six months in working on an engineering project that embraces all the essential elements from basic physical design to hands-on building and racing.
Entries for the event this year have swelled to 170 schools taking part in eight regional events, with a final at Goodwood in October.
"We need more events like these to capture youngster's imagination," said Butler. "In fact, as is always the case with engineering there is a lot going on that never reaches the headlines. Perhaps that's the way with engineering, and something we must never forget, that by its nature it's rather a quiet occupation and often has to force itself above the parapet."
Women are not being left behind in these initiatives either. The Cabinet Office Women's Unit piloted an event called "Women Unlimited" at the Business Design Centre, London, recently. There were ideas, practical advice and opportunities to explore work choices and make life changes.
Whether returning to work or just starting out in the jobs market, changing jobs or acquiring skills or starting up a business, there were seminars and stands offering advice and information. Female engineers from Marconi, BAE Sytems and Cable & Wireless spent time talking about what attracted them to a career in engineering. Over 2,000 women, including six government ministers attended the event on the first day.
If these efforts produce the goods, or rather the right people - as CPE clearly thinks they will - the day may yet come when engineers join engine drivers and footballers on that list of children's dream jobs.