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.