Problem:
Girls do not have a level playing field growing up.
Target Audience:
Parents with girls aged 2-17 years old.
PINK TOOLS CAN’T FIX THIS
Girls Who Code
Insight:
People believe the solution to getting more women into STEM is “painting it pink,” making the field more feminine. We can paint all the tools pink, but it won’t fix the machine – the misogynistic STEM industry.
Solution:
Stop painting over the problem and address misogyny in the STEM field.
Awards:
Ads of the World
Copywriter:
Molly Egan
Art Director:
Print Ad Series: Am I Supposed to be Inspired by This?
Outdoor: Hacking Existing Outdoor
Intercept traditionally feminine ads targeting girls that perpetuate pink stereotypes, restricting the variety of toys available to girls.
Digital: Codeolingo
Partnership with Duolingo to game-ify and simplify the process of learning a coding language to make it more digestible.
