Title | MICROSOFT GIRLS IN STEM |
Brand | MICROSOFT EUROPE |
Product/Service | NO SPECIFIC PRODUCT - THIS IS AN INDUSTRY FOCUSED CAMPAIGN |
Category |
A01. Glass |
Entrant
|
CREATION London, UNITED KINGDOM
|
Idea Creation
|
CREATION London, UNITED KINGDOM
|
Idea Creation 2
|
KRC Cologne, GERMANY
|
PR
|
CREATION London, UNITED KINGDOM
|
Production
|
CREATION London, UNITED KINGDOM
|
Production 2
|
KRC Cologne, GERMANY
|
Credits
Kate Steele |
Creation |
EVP, EMEA |
Julian Lambertin |
KRC |
Head of Strategy & Analytics |
Stephanie Johnston |
Creation |
VP |
Marta Saez |
Creation |
Associate Director |
Brian Tjugum |
Creation |
MD Social Impact |
Sophie Easterby-Smith |
Creation |
Senior Account Manager |
Kathleen Noonan |
Microsoft Europe |
Director of Microsoft Philanthropies & Education Communications for Europe |
Creative Execution
Working with the London School of Economics we conducted focus groups in nine European countries and produced a quantitative survey that was used in Belgium, Czech Republic, Finland, France, Germany, Italy, Ireland, Netherlands, Poland, Russia, Slovakia and the UK. The output was a first-of-its-kind, scientifically rigorous benchmark study to statistically prove the key drivers influencing girls’ interest in studying STEM and pursuing a related career.
To promote the insights and engage critical stakeholder communities, we developed a pan-regional integrated communications campaign, working with in-market Microsoft communications teams to customize content and story angles, delivering local launches in 12 countries that leveraged earned, owned, social and digital.
Our detailed whitepaper included actionable recommendations for policymakers, educator and business leaders; supported by a series of engaging visual social assets, inspiring videos of European women who work at Microsoft sharing their experiences; and customizable, online data visualizations.
Through 23 in-market events, we directly engaged thousands of young girls, teachers, women leaders, government representatives, and journalists.
We reached over one billion people through earned print and broadcast media across Europe, including major international titles such as the Financial Times, CNN and BBC.
The campaign has had an immediate, positive impact, catalyzing discussions between Microsoft and European policymakers, government ministers, NGOs, academics, young women, parents and teachers on actions we can take to help more women pursue their passion for STEM.
The most humbling conversations of all have been those we’ve had with thousands of girls who tell us they feel truly excited about the opportunities that studying STEM could open for them.
The findings will continue to inform our programs and investments: and we hope we are opening the door to a brighter, more innovative future for young women in the technology industry.
We set out to understand two things: define the ages when girls and young women engage and disengage in STEM subjects.
Second, uncover the root issues as to why gender inequality then arises. Despite a huge volume of published research, no one could authoritatively say at what age young girls lose interest in STEM and why; and consequently, there was a critical deficit of actionable insight.
So to help catalyse action, we undertook the most in-depth study on girls in STEM in Europe to-date. We surveyed 11,500 girls in 12 European countries to gather scientifically rigorous benchmark data on attitudes to and interest in STEM.
The findings were then published in a white paper with actionable recommendations for the target audience of policymakers, educators and business leaders; supported by a pan-Europe integrated communications campaign to engage stakeholders.