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.
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
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
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
Eric Johnson – Executive Integrated Music Producer
Sam Belkin – Music Coordinator