Shell – Close the Gender Gap in Engineering

Objective:

To raise awareness of the gender gap in STEM, Shell wanted to identify and highlight the issues that drive women out of the industry and spur cross industry action to address it.

Insight:

There isn’t one reason for the gender gap in STEM, there are millions of them. While women are encouraged to enter STEM at an early age, they are exposed to a litany of microaggressions and discrimination from university onwards, pushing them from the industry. To address the STEM gap, you have to challenge people to think about a variety of actions and behaviours that may seem less harmful than they are.

Approach: 

The wider public thinks about truckers incorrectly, similar to how truckers think about the motor oil that goes into their trucks – choosing whatever is convenient vs. what is most beneficial for something integral to their profession. We will champion the profession of trucking and show the humanity behind it, building a type of relationship with truckers to create new reasons to think about their motor oil.

Idea: 

Make the Future Gender Balanced – After speaking to women engineers around the world, their real quotes and stories were used in advertising to highlight the cumulative impact they have. The hero video highlighted these through a young girl’s recitation of stories and quotes – driving viewers to realise the impact they can have. 

// Agency: VaynerMedia EMEA

// Role: Head of Strategy