Make girls see what they can be
Innovative Children's Book / awareness / film / pr / social media ▴ Founder & Creative Director
I wanted to address the problem of diversity in technology and leadership I was facing firsthand, as one of the rare female creative directors in technology and advertising. I decided to treat the problem at the source, when children start developing aspirations. Studies show stereotypes impact aspirations by the age of 6. What male-dominated industries lack are role models that girls–of all ethnicities–can relate to in their formative years.
I rallied ex-advertising co-workers to create Secret Code to create a personalized children's book that stars *your* girl the hero. Introducing your girl to the most effective role model she can be inspired by: herself.
a customizable children’s book,
a mass appeal-hero in bookstores nationwide,
and an AR coding game that gets girls coding off the book
Girlboss Foundation Grant Winner, rewarding the first of 1,000 applications of female entrepreneurs
Project Entrepreneur Winner, by the Rent The Runway Foundation, rewarding the top 12 of 700 female entrepreneurs
Signed with WME, the talent agency representing Oprah, Tina Fey, Karlie Kloss…
Published Rox’s Secret Code in bookstores nationwide since November 2018, distributed by Penguin-Randomhouse
Secret Code AR coding game won FWA Site Of The Day
Watch our launch video
An empowering children's book that makes technology cooler than princesses
How it works: go on the Secret Code website to personalize her name, skin color and hairstyle, so it looks like the girl you want to inspire, and two weeks later, she receives a beautiful paper picture book at home with her as the hero.
A story about bravery, curiosity and leadership
Making all families matter
Parents play a role in the story. We offer parent customization: so that same-sex, mixed-race and single parents can finally see themselves represented in children's media.
Turning inspiration into action with an innovative AR coding game
At the end of the book, kids are invited to learn coding principles, bringing their own custom robot to life in AR 3D.
Launch campaign film
Teach your girls to #BreakStereotypes and they'll grow to be unstoppable.
Parents have seen a sudden interest in technology and robotics. Others who weren't fans of reading wanted to read this book over and over. Some girls are dressing up as "Secret Code," wearing pink tutus and black blazers. Others, more interested in stereotypically girly things, would still want to build a "Nail Polish Bot." Our goal was to make technology fun and aspirational for girls. It's working. :)
Winning the Project Entrepreneur Accelerator Program
12 of 700 applicants were selected to pitch their business, and I learned to become an entrepreneur in a 5-week accelerator program with the Rent The Runway Foundation. Building my network and learning from successful CEOs.
Technology: Rodolfo Dengo
Writing: Nathan Archambault
Illustration: Jessika Von Innerebner