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:
There isn’t one barrier to fix, but millions of small moments to confront. Rather than dramatise a single issue, we would surface the real experiences of women engineers themselves – using the weight of their accumulated stories to make the industry recognise its own behaviours and act on them.
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
