The British Olympic Association has launched a campaign with the Engineering and Technology Board (ETB) to inspire students into pursuing education and careers in science, engineering and technology.
Called Engineering in Olympics, the year-long campaign will set out to inspire more young people into pursuing careers and education in science, engineering and technology by showcasing cutting-edge work used in preparation for the Olympics.
The ETB, responsible for promoting science, engineering and technology in the UK, is planning a series of regional road shows, public debates, competitions and a school lecture tour during 2004 as part of the tie-up.
The campaign comes as a result of concerns that technology-related careers are failing to inspire youngsters.
Martin Temple, chief executive of the Engineering Employers' Federation (EEF), said the programme would help challenge some misconceptions about technology-related careers.
"Our future prosperity depends on the health of this sector and attracting the best talent. It's important that we find ways of doing this that capture the imagination of the population at large," he said.
Although the partnership aims to address the performance of the GB Olympic team as a whole, cycling, sailing and rowing are likely to benefit the most from the campaign.
Technologies showcased at the launch included a new track bike and technologies to scan and analyse the drag properties of high-tech sporting equipment.
"Science is really important to the modern athlete," said Olympic triple jump Gold medallist and world record holder Jonathan Edwards, who is fronting the campaign.
"Through this partnership hopefully we can inspire a new generation not just to be great athletes but so they can make the connection between how science and technology enhances our lives and how they can be part of that too."
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