Michigan's Brainpower Initiative

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Michigan aims to correct mistaken impressions about the auto industry with its new "We Run on Brainpower" campaign. Its goal: to attract and retain talent for one of the world's most high-tech industries.

A primary objective is to reveal to high school and college students (and their parents) the exciting nature of today's auto industry, says Kevin Kerrigan, senior vice president Automotive, for the Michigan Economic Development Corp.

The Brainpower campaign includes videos, a continuing social media presence and a multi-lingual push overseas. The program also operates a Web site (WeRunOnBrainpower.org) that serves up news about emerging automotive technologies and presents day-in-the-life profiles of the industry's young designers, engineers and technicians.