Ad Council: She Can STEM – Dare to STEM

For the second year of its She Can STEM initiative, US non-profit organization Ad Council launched a Minecraft experience that got teen girls to immerse themselves in STEM-based challenges.

Campaign details

Brand: She Can STEMBrand owner: Ad CouncilAgency: Deloitte Digital’s HeatMarket: United States

Challenge and business objectives

Women account for only 25% of the STEM workforce in the U.S., according to the Department of Commerce. Additionally, The National Center for Education Statistics reports that, in 2015, the breakdown of BIPOC women attending higher-education institutions who earned STEM degrees was:

  • Asian women: 5%
  • Black women: 2.9%
  • Latinas: 3.8%

Moreover, most girls lose interest in STEM subjects by age 15 (Microsoft study, 2017). 

The Ad Council’s She Can STEM initiative launched in 2018 with...

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