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A knowledge-based society which fosters advances in science and engineering can provide great benefits to its members, including life style enhancements, provision of vital services, and development and maintenance of a strong economy. Paradoxically, interest in engineering education seems to have declined alarmingly, as evidenced by the literature. Some attribute this to a poor image of careers in science and engineering and a narrow and inaccurate picture of engineers in the community, especially among teachers and advisors of the young. The key audiences which must be reached if science and technology are to be seriously regarded in society, and increased numbers of better quality entrants are to be attracted into engineering programs, are government, business and industry, the media and the community, and students, teachers and the education sector. Since each have different values and experiences, differing approaches must be employed. This paper discusses some of the approaches which have been employed within Australia to attempt to redress the problem.