As the new Star Wars films feature strong female leads, the Star Wars franchise is now being integrated into the Pretty Curious campaign from energy supplier EDF. The STEM-focused campaign aims to inspire and empower young girls who may want to pursue a career in science, technology, engineering or math.
As part of the campaign, an online video series was produced featuring the personal stories of women working in STEM, including some who are employed by the Star Wars studio Lucasfilm. The series also spotlights a team of young girls who built their own droid modeled after the lovable one seen in the movies.
The girl-targeted Pretty Curious campaign from Stars Wars and EDF reminds of another empowering one from Disney—the Dream Big, Princess campaign, which inspires thinking big and seeing possibility everywhere.
Sci-Fi STEM Campaigns
EDF and Star Wars are Teaming Up for the 'Pretty Curious' Campaign
Trend Themes
1. Stem-focused Campaigns - The integration of STEM-focused campaigns with popular franchises like Star Wars presents an opportunity for inspiring and empowering young minds in the fields of science, technology, engineering, and math.
2. Women in STEM - Highlighting the personal stories of women working in STEM through online video series creates awareness and encourages young girls to pursue careers in science and technology.
3. Building Droids - Building droid models, inspired by popular movie characters, offers a hands-on opportunity for young girls to engage in STEM activities and develop their technical skills.
Industry Implications
1. Marketing and Advertising - The integration of popular franchises into campaigns presents a disruptive innovation opportunity to engage with younger audiences and promote STEM-focused initiatives.
2. Film and Entertainment - By collaborating with STEM-focused campaigns, studios and companies in the film and entertainment industry can promote diversity and inspire young girls to explore careers in science and technology.
3. Education and Training - Developing educational resources and programs that encourage young girls to build droids and explore STEM fields can help bridge the gender gap in STEM and prepare a future-ready workforce.