Women are grossly under represented in STEM fields and the problem begins before most girls even reach high school.
Jobs in STEM fields are some of the most rapidly growing in the US, but without a strong field of women in the educational pipeline, the imbalance will only continue.
The AdCouncil partnered with McCann and a roster of big STEM powerhouses - Google, IBM, GE, Microsoft, and Verizon - to launch #SheCanSTEM. The campaign was aimed at middle school aged girls to show them women leading the field and encourage them to keep up their studies.
I designed the STEM logo as a flexible system that expands and shifts based on the context it is used in. Since this project featured so many partners, the logo extends into a framing device to help contain and give a sense of heirarchy to all the brands involved.
We proposed shooting our star scientists and engineers in bright and colorful clothing and sets. OOH and print features big, bold calls to action, and the entire campaign shuts down the idea that STEM is just whitecoats in a sterile lab.
For the second wave of the campaign, we proposed featuring past female scientists, but beautifully illustrated to bring them to life as compared than an old etching or black and white photo.
Most young girls say they are interested in STEM, but by the time they reach high school interest is waning. The third wave of the campaign would focus on girls currently pursuing studies in STEM fields - big OOH and directed social ads would shine a spotlight on girls and their accomplishments in school.