AMBITION
Bridge the STEM gap
When it comes to STEM, girls can see it as a male-dominated territory with little room for error. As a result, girls give up on STEM and don’t fulfill their amazing potential. Our goal was to encourage girls to pursue STEM fields in the hopes of closing the gender gap by breaking down stereotypes that heighten the pressure to be perfect and contribute to a lack of confidence.
ACTION
Launch a 360 marketing campaign
To encourage girls to pursue STEM interests, we peeled back the intimidating exterior and asked girls everywhere to roll up their sleeves and get messy with STEM. From a UGC-centric film that championed girls to a website hacking challenge, girls were encouraged to put their STEM skills centerstage. And speaking of centerstage, we created an immersive and inclusive live concert experience with award-winning musician Ruth B. The ticket to entry? Using STEM to build the very world Ruth B. would perform in.
ACHIEVEMENT
An immersive approach to celebrating girls in STEM
We created a groundbreaking experience for girls where their STEM skills were put centerstage. By fostering a positive, encouraging, and engaging community of girls in our Minecraft world, the entire experience became a model for inclusivity in gaming. There were comments from mothers about the incredible opportunity we created, and a concert chat that was supportive and heartwarming. We also created two unique worlds in Minecraft that can be leveraged for future She Can STEM events. The Dare To STEM event created deep and enthusiastic engagement with 100 percent player retention and a total of 659 hours spent in the DTS challenge world (average playtime of 3 hours 30 minutes).
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At the age of 15, girls drop out of STEM at alarming rates. Ad Council wanted to change that. We helped them develop an innovative strategy to inspire girls to pursue STEM fields.
