The ad council

dare to stem

The ad council dare to stem

  • Director: Michelle Craig / Kate Lynham- Unit 9

    Music: Barking Owl

At 11 years old, girls and boys pursue STEM in equal numbers. But at the age of 15, girls drop out at alarming rates due to hurtful stereotypes. By the time that men and women reach the workforce, men outnumber women in STEM 72% to 28%. So, we created a groundbreaking 360 campaign centered around an inclusive gaming experience for girls in an otherwise male-dominated space. 

CASE STUDY

We launched with a trial and error STEM world where girls could build for their concert entry. With each unique project relating to a unique STEM principle. 

From there, we launched an epic STEM concert world where girls saw an artist they loved (Ruth B.) live in Minecraft. 

Our surrounding 360 campaign championed women and girls, while simultaneously welcoming the messy mistakes in pursuing STEM.