ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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Category
Use of Social Media / LinkedIn - Single
Annual ID
ADC_INT18066M
About the Work
Only 6.7% of women graduate with Science, Technology, Engineering or Math degrees. To really impact the persistent gender gap, we need to reach the girls who don’t think STEM is for them. So instead of just telling girls to pursue STEM, we showed them why they should—by connecting STEM to their passion to change the world for the better. We launched a film showing girls STEM solutions to the problems they care about. We started by asking real girls what problems in the world they’re most passionate about solving. Their answers ranged from stopping climate change to curing cancer. Then, through augmented reality, we showed them possible STEM solutions to those problems. We also empowered them with a series of activations and tools: a LinkedIn-powered career explorer, in-store events with female role models, and a first-of-its kind chatbot that assists girls on their paths toward a career in STEM.
2018 Awards
Total Points: 2
Merit Honor
Credits
Agency
McCann / New York
Art Director
Julie Koong
William Montgomery
Chief Creative Officer
Sean Bryan
Creative Technologist
David Cliff
Alicia Foor
Executive Creative Director
Susan Young
Daniela Vojta
Music / Sound
Eric Johnson
Sam Belkin
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