E.Mitchell
- Feb 10, 2020

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enjoy STEM subjects, their interest waned as they got older and they start to feel that STEM isn’t for them, based on outdated stereotypes (Microsoft, 2018).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.