The 'Science, it's a Girl Thing' campaign was created by the European Commission to try and encourage women to get into science careers. Due to the gender imbalance that exists in science-related fields, it was favorable to create a video that would entice its target audience.
Unfortunately, the video received mixed reactions, as it has been perceived as not fitting to the message it is trying to get across. There is a possibility that the director wanted to take a comical approach, while breaking the stereotype that scientists are "nerdy," or "un-cool." It is definitely a positive step that the European Commission has decided to take in order to attract women into science fields.
When creating campaigns, it is important to find effective ways to communicate with the target audience. Oftentimes, a poorly led initiative can lead to bad press, and ultimately a negative return.
Female Career Path Campaigns
The 'Science, it's a Girl Thing' is Aimed at Women
Trend Themes
1. Gender Balance in STEM - Current gender imbalances in science-related fields provide opportunities for promoting diversity initiatives.
2. Creative Marketing for STEM - Innovative approaches to promoting STEM careers through advertising or marketing can break down stereotypes and attract a broader audience.
3. Effective Communication for Target Audiences - Reaching audiences through targeted messaging is essential for any campaign or initiative to have optimal impact.
Industry Implications
1. Science and Technology - Encouraging women to pursue careers in science and technology can foster innovation and progress in related fields.
2. Marketing and Advertising - Unique campaigns and effective communication approaches can help promote diversity and drive bottom-line growth for businesses.
3. Inclusion and Diversity Consulting - Recommendations and consulting services aimed at promoting diversity and inclusion in the workplace can help address imbalances in the workforce.