As a consequence of this image change, it is hoped that Make it in Great Britain will encourage young people to consider careers in manufacturing. The centre piece of the campaign will be an exhibition at the Science Museum, taking place from the 24th July to the 9th September 2012, to coincide with the Olympics.
"The modern reality (of manufacturing) is much more exciting than people believe and the feedback from our existing See Inside Manufacturing initiative bears that out. I want that reality to inspire our young people to be our inventors, engineers and technicians of the future," said manufacturing minister Mark Prisk.
The deputy director of the Science Museum, Heather Mayfield, talked about the importance of making the exhibition appealing to children. "We wouldn't hold this exhibition if it wasn't going to be hands-on," she said.