LONDON — The UK's biggest insurance company, Direct Line Group, has appointed Tin Man to steer more girls and people from minority groups into automotive engineering.

An initial three-month PR campaign will target young people and parents to showcase the mechanical engineering opportunities in the industry, as well as underlining Direct Line’s expertise in future car technology: the insurer is a partner in the MOVE-UK consortium that aims to establish the UK as a leader in driverless cars.

Direct Line’s senior manager of corporate and financial external affairs Jade Trimbee said: “We were looking for an agency that could offer a fresh and creative communications approach to help us connect with teenagers and those thinking about their future career path. We’re confident this campaign will enable us to highlight the futuristic direction this industry is headed in and the exciting job opportunities available.”

Tin Man founder Mandy Sharp added: “We know engineering is a misunderstood industry, particularly with teenage girls and minority groups. Our campaign is designed to showcase the unexpected and exciting side to mechanical engineering and prompt a gear shift within the target groups, while driving graduate scheme applications.”

The project is the latest in a series of wins for Tin Man, including Thomas Cook Airlines. The agency also works with The Institution of Engineering and Technology, Barclays, Unilever, Plenty of Fish and Ferrero.