In a groundbreaking effort to encourage girls to pursue their interests in science, technology, engineering and math (STEM), the Ad Council has convened an unprecedented coalition of partners, including the Society of Women Engineers (SWE), GE, Google, IBM, Microsoft and Verizon, to launch #SheCanSTEM. The national public service campaign includes digital and social creative content, as well as television, print and out-of-home advertising that showcases the achievements of female STEM role models to reinforce the idea that STEM is cool, unexpected and inspiring. In just the first week since the launch, She Can STEM has been featured by more than 20 outlets, including The New York Times, Ad Age, Adweek, Mashable, Bustle, CNET, and more.
The campaign is supported by leading media partners and platforms, including Facebook, MTV, and Twitter, and an unparalleled assembly of talent, including popular digital talent Karina “Slime Queen” Garcia, Sara Dietschy and the GEM Sisters (15-year-old Giselle, 11-year-old Mercedes, and 10-year-old Evangeline), content creator Kamri Noel, actress Jenna Ortega, actress Riele Downs, actress Reiya Downs, Disney star Olivia Rodrigo, actress Lidya Jewett, actress and content creator Tessa Netting, 15-year-old astronaut-in-training Alyssa Carson and Mari Takahashi from Smosh Games.
Women make up half of the total college-educated workforce in the U.S., but they only constitute 25 percent of the STEM workforce, according to the U.S. Department of Commerce. Research shows that many girls lose interest in STEM as early as middle school, and this path continues through high school and college, ultimately leading to an underrepresentation of women in STEM careers.
What You Can Do: Post Then and Now Photos
Let's inspire young girls to succeed in STEM. Use the #SheCanSTEM hashtag and post two photos of yourself. A "then" photo of yourself age 10-16, and a "now" photo of you today saying "This was me then. Now, I'm an engineer. Show girls if they can see it, they can be it." Tag three other women in STEM to do the same.
As an example, women from each of the leading technology companies, along with STEM influencers, will post pictures of their younger selves with a small note on how “if she can STEM, so can you,” describing how they got to where they are today, and a call-to-action for other women to share their own STEM stories.
— Kristine Barnes (@KristineB_PE) September 11, 2018
— SWE (@SWEtalk) September 12, 2018