Problem

Young girls don’t feel connected to STEM due to misperceptions and outdated stereotypes about what STEM is. When we think of STEM, it’s often defined by what it’s not. We needed to help girls see STEM for what it is – cool, creative, inspiring and, most importantly, for them.

Idea

In September 2018, we convened five corporate partners and eight nonprofit partners in the STEM space to tackle a common goal: to increase girls’ engagement in STEM. Together, we have worked to challenge old stereotypes with the unexpected side of STEM by celebrating women who are ruling the STEM world. If girls can see it, they can be it. If “She Can STEM. So Can You.” This strategy is brought to life through She Can STEM, a multimedia PSA campaign that appears entirely in donated, earned and owned media nationwide.

Role

Art Direction, Concept.