Companies are 15% more likely to perform better if they are gender diverse. Yet, for example, the UK has the lowest percentage of female engineering professionals in the EU! Our challenge was to motivate women to start/continue their careers in science, technology, engineering and maths (STEM); and highlight the importance of equipping the next generation with the best skills possible, if we are to close the gender gap. The campaign aimed to promote the issue of diversity in STEM and propel positive change within these industries.
OUR INTEGRATED APPROACH
We delivered a printed publication to top girls’ schools and youth centres; STEM career and job fairs; key industry events and directly to the FTSE 100.
Online, we hosted sponsored and editorial content on womeninstem.co.uk, and drove targeted readers through content recommendation platforms. The online campaign was also shared in bulletins, backlinks and e-newsletters to students, parents, graduates, women returners and industry professionals.
We achieved this specific distribution by working closely with credible associations like Forward Ladies, WISE, Women’s Engineering Society, Tech UK, CIPD, Prospects, Stemettes, Milkround, Stemnet, StemLearning, Young Engineers and the Parent Teacher Association. Furthermore, we utilised influencers like NASA astronaut Peggy Whitson (who was in space at the time!) to gain maximum exposure and public engagement.
A CLIENT EXAMPLE
The campaign served as platform for multiple clients to have their share of voice, reach and exposure. One client was Airbus, who contributed an interesting angle through their article on gender neutrality in engineering. Their content featured video, infographics and two esteemed industry sources. We ran a Twitter chat, to connect Airbus with their audience and industry peers via social media, which reached 1,959,522 people. We deliver analytics for our online content, and Airbus saw 622 shares of their article on social media, an average active-page dwell time of 70 seconds and scroll depth of 67%.