By Laurie Fullerton | Freelance Writer

March 7, 2017 | 3 min read

International Women's Day is about girls, too, and Microsoft aims to build on its past outreach this year and encourage more girls to study science, math, technology and engineering (STEM). To mark the day, the company launched its #MakeWhatsNext campaign to help inspire young girls to take the next step. The campaign will introduce new programs and resources to girls including a tool being launched by Microsoft and LinkedIn that demonstrates how girls can pursue their passions across industries and social causes. With only 6.7% of US women (and 16% of women globally) graduating college with STEM degrees girls need more encouragement at an even younger age.

In the videos, Microsoft asks girls about the problems they are most passionate about solving, and the girls share their concerns for the water supply, about breast cancer and the overall health of the environment. These smart and poised girls - then get a look at science and their particular passions through AR and VR technology, and become somewhat humbled by the possibilities they see. After the virtual tour, the girls themselves are more empowered with one saying "I will discover this" or another claiming "we need all hands on deck" as they move from being shy girls to determined young adults.

The video conveys that although their excitement about changing the world has merit - much of it is not possible without STEM [Science, Technology, Engineering and Math] skills. The video aptly showcases both the natural curiosity and innate intelligence of the girls - illustrated best when they see how science can change their lives.

The campaign, created by m:united//McCann, will span broadcast, online/digital, events and social media including Facebook, YouTube, Instagram and Twitter.


CLIENT: Microsoft:

Kathleen Hall – CVP, Global Advertising & Media

Deana Singleton – GM, Global Advertising

Jenny Leahy – Director, Global Social and Media Partnerships

Ron Schott – Senior Mar Com Manager

Markus Weickenmeier – Senior Manager, Global Advertising

Vivian Lee – Manager, Global Advertising

AGENCY: M:united//McCann


Sean Bryan – Co-Chief Creative Officer

Tom Murphy – Co-Chief Creative Officer

Susan Young –Executive Creative Director

Daniela Vojta –Executive Creative Director

David Cappolino – Copywriter

Julie Koong – Art Director

Kelly Kim – Designer

Elina Rudkovskaya – Copywriter, Social

William Montgomery – Art Director, Social

Creative Technology:

David Cliff – Director of Creative Technology

Alicia Foor – Creative Technologist


Aaron Kovan – Director of Integrated Production

Carolyn Johnson – Executive Producer

Rebecca Magner - Producer

Jeremy Adirim – Director of Interactive Production

Charlotte Popper – Interactive Producer

Music Production:

Eric Johnson – Executive Integrated Music Producer

Sam Belkin – Music Coordinator

Creativity Brand

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