Research shows that young girls like STEM subjects – science, technology, engineering and math – but, as they get older, they start to feel that STEM isn’t for them based on outdated stereotypes. As girls look around for female role models, they don’t see anyone who looks like they do.
At the same time, our world is changing faster than ever, and it’s never been more important for girls to bring their diverse perspectives to science, technology, engineering and math to help propel society forward. If we want girls to succeed in STEM, we have to show them it’s possible.
Girls with female role models in STEM are more likely to stick with it. She Can STEM showcases the achievements of role models in STEM to reinforce the idea that STEM is cool, creative, and inspiring. To give girls the inspiration they need, we need to show them that if “She can STEM. So can you.”
Objectives:
Challenge
Young girls don’t feel connected to STEM due to misperceptions and outdated stereotypes about what STEM is.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.
Target Audience
Girls ages 11-15. They are squarely in the middle of GEN Z: a generation that values independence, feels empowered, and is redefining the role of gender in identity formation. They have all the innate characteristics necessary to be the generation that shatters gender bias in STEM. They already think girls can do anything, and now they want to prove it.
Strategy & Execution
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. This includes:
All content encourages girls to visit @SheCanSTEM on Instagram, where they can learn more about STEM through stories of incredible, diverse female role models in science, technology, engineering and math. We knew that in order to reach girls, we would need to meet them where they are, in a way that fits seamlessly into their daily lives.
We also knew we couldn’t do it alone. That’s why we’ve partnered with influencers in every sense of the word, including:
We’ve also partnered with leading media platforms like MTV and PopJam and movies like Angry Birds 2 and Wonder Park.
Together, we’ve introduced girls across the nation to inspiring role models and a new way of thinking about STEM – ultimately empowering the next generation of leaders in science, technology, engineering and math
Since the campaign launched in September 2018, She Can STEM has become a go-to destination for girls to strengthen their identification and engagement with STEM subjects.
We have achieved this in several measurable ways:
The most inspiring results are the girls that comment and DM us that they want to grow up to be just like the incredible female role-models we showcase every day.
Although Instagram is our primary platform, we’ve seen success across other She Can STEM channels, too.
