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  • E.Mitchell

S.T.E.M. FOR GIRLS



Background

In 2018, The AdCouncil teamed up with PR Agency VMLY&R to create an integrated marketing communication campaign, “She Can STEM,” to encourage, empower and inspire middle school girls, 11-15 to remain in the Science, Technology, Engineering and Math (STEM) field.


STEM VALUE

More women in STEM,will not only improve the world’s economy but also give science a perspective that men don’t have and thus, improve the quality of life and the safety for both genders (Forbes).


Business Issue

This campaign was deemed necessary to reverse girls’ disinterest in STEM, since research indicates that a gender disparity exists. While girls enjoy STEM subjects, their interest waned as they got older and they start to feel that STEM isn’t for them, based on outdated stereotypes (Microsoft, 2018).



Situation ANALYSIS



COMMUNICATION ROAD BLOCKS


Additionally


NOT HELPFUL EITHER IS THE FACT THAT

BUT


ENCOURAGINGLY TOO


COMMUNICATION SOLUTION

Armed with sound research findings and key insights, the team and I decided to decided to launch our colorful “Girls For Stem Campaign” aka STEM FORCE, which represents comic book stories of a team of four multiracial, superhero girls, representing fictional characters— who are all proficient and experts in the STEM field. These characters are named after great female pioneers who were integral to the development of some of the most groundbreaking discoveries within the scientific field. Our target audience are young girls between the age of 11-15 since it is within that range that they usually abandon their STEM desires.

AND


Characteristics of STEM FORCE

Introducing the star characters of STEM FORCE

AND FINALLY

Solving the communication problem


THE POST-PRODUCTION PROMOTION



MEGA-INFLUENCER

Partnerships





Enhancing Brand Value





Measurable KPIs


Increase in subscribers per episode and Comic Books

- Brand awareness of STEM FORCE

- Comments, shares and conversational growth

- Social listening (what are people saying about STEM FORCE)

- Reviews and ratings

- Comic book and merchandise sales

- Reach

- Retention and loyalty (sentiments, thinking and feeling)




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