Project
Women in STEM
Brand
AmericanSTEM Vietnam
Duration
2 weeks
Credits
Posters used in video: Beyond Marie project
Audio: Sit Still, Look Pretty - Daya
Marketing Manager: Quynh Anh Tran (Kate)
Art Director & Production: Shin Bui
The Problem:
According the National Girls Collaborative Project, women make up only 28% of the workforce in science, technology, engineering and math (STEM), and men vastly outnumber women majoring in most STEM fields in college. The gender gaps are particularly high in some of the fastest-growing and highest-paid jobs of the future, like computer science and engineering.
Whether it’s due to beliefs about intelligence, stereotypes or biases, it sometimes feels like young girls lack role models in the male-dominant fields of STEM.
The Approach:
AmericanSTEM Vietnam knew, through experience and research, that the potential of girls in advancing and being successful in STEM careers is by no means lesser than boys’. We had done many initiatives to boost the confidence of our girl students, while guiding all of them, girls and boys alike, to see the applications of STEM education to better our lives, via an inter-disciplinary approach and with a growth mindset.
Of course, Rome wasn’t built in one day as the saying goes. Rather than attemping to break down the long-held beliefs or biases, in Women’s Day 2020, we wanted to celebrate the achievements of established or lesser-known women in STEM fields, such as Katherine Johnson, Rosalind Franklin, Chien-Shiung Wu, to give our girls the role models they deserve.
Upbeat and empowering, the music for the video (Sit Still, Look Pretty – Daya) is a natural fit for the concept we were aiming at.