Problem: Young girls don’t feel connected to STEM due to misperceptions and outdated stereotypes about what STEM is.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.

Results: SheCanStem has nearly 20,000 followers on Instagram, and the hashtag #SheCanSTEM has been used over 5,000 times on Instagram. They have video interviews with over 50 female STEM role models, several of which have millions of views. Karlie Kloss, host of Project Runway, an avid computer programmer, has nearly 2 million views for her video and has generated hundreds of engagements.

Role: Art Direction, Concept.