It's the little things
that have an impact on girls' futures.
Awareness / TV / Digital ▴ idea & co-creative direction
Women are underrepresented in science, technology, engineering and math (STEM). These high-tech fields not only create the future, but they're also outpacing the job market by 300%. Verizon's brand promise is to provide Powerful Answers to the world's problems, and is on a mission to inspire women in STEM.
It turns out that it's not one big life lesson that drives girls away from math and science, but rather the subtle nuances in our comments that slowly steer them away. We set out to empower the next generation of girls: an integrated campaign was launched with a powerful film that went viral, and an online platform provided tools to inspire and take action.
Reviews, press, TV
WATCH THE TV SPOT
4 million views (organic sharing)
WATCH THE CASE STUDY
website: Provoke, inspire, take action.
Help her find her path
Interactive experience – Question the status quo with 4 key themes that lead to gender stereotypes
12 thought-provoking facts to help raise awareness
APPRECIATION: SHERYL SANDBERG (FACEBOOK COO) + TWEETS
Idea & co-creative direction: Mara Binudin
Agency: AKQA, NYC