The latest trend of empowerment marketing is filled with positive messages for women. Armed with statistics that girls are likely to be less interested in science, technology, engineering and math (STEM) after the early years of their education (and that only 33% of STEM employees are women) some brands have decided to try and do something about it, and attach their image to this popular cause.
ComEd just launched six-week contest called The Ice Box Derby, in which teenage girls from 13 to 18 years old compete to create electric cars using recycled refrigerators. The company partnered with Girl Scouts of Greater Chicago and Northwest Indiana, Girls4Science and the Chicago Urban League to create six teams that will compete for the 1st slot. The winner will be announced on Aug. 23.
Google launched a project called Made With Code to help girls get involved in coding—a skill that they believe will open doors. Recently the company donated $1 million to support Donor Choose, a nonprofit that rewards teachers with money when they get four or more female students into a coding class.
GoldieBlox, a toy company, created a viral campaign called “Princess machine” to inspire and encourage the next generation of female engineers using a famous anti-feminist song of the 1980’s.
My favorite campaigns remain Verizon’s “Inspire her mind” and Always “Like a girl” that both focus on the language we use when speaking to young girls and how that can impact their later interest in STEM, leading girls to conform to whatever they think is expected from them (being pretty and sweet) instead of developing their own interests and pursuing their bigger dreams.
- Monllos, K. (2014, June 12). Ad of the Day: Verizon Reminds Parents That Girls Aren’t Just Pretty but ‘Pretty Brilliant’ | Adweek. Retrieved from http://www.adweek.com/news/advertising-branding/ad-day-verizon-reminds-parents-girls-arent-just-pretty-pretty-brilliant-158269
- Google. (n.d.). Why Coding is a Big Deal_Made with Code. Retrieved from https://www.madewithcode.com/bigdeal
- Porter, J. (2014, July 7). One Small Step For Google, One Giant Leap For Empowering Girls To Code | Fast Company | Business + Innovation. Retrieved from http://www.fastcompany.com/3032677/the-future-of-work/one-small-step-for-google-one-giant-leap-for-empowering-girls-to-code?utm_campaign=home&utm_source=tumblr&utm_medium=exchange&partner=tumblr
- Griner, D. (2013, November 19). 3 Girls Smash Gender Roles to Smithereens in Toy Company’s Glorious Debut Ad | Adweek. Retrieved from http://www.adweek.com/adfreak/3-girls-smash-gender-roles-smithereens-toy-companys-glorious-debut-ad-153969
- Always. (n.d.). Always #LikeAGirl. Retrieved from https://www.youtube.com/watch?v=XjJQBjWYDTs&index=1&list=PLRyQfUYbMgkeMaN_yICROVBYTK0jU237U