Microsoft has launched a campaign to show girls the steps to make their STEM goals a reality.
Last year, a Microsoft ad showcased young girls talking about why they love science and failing to name any female inventors. The current ad, asks girls what they want to change in the world and then lets them interact with some Microsoft products. But the inspirational product experiences are halted when the brand tells the girls: "Odds are you won't solve any of these problems. Only 6.7% of women graduate with STEM degrees." After the girls see that, they all talk about how they can do it, and the spot ends with: "Change the world. Stay in STEM." The current commercial is slotted to run in social paid units across platforms such as Facebook, Twitter YouTube and Instagram.
Microsoft has also partnered with LinkedIn to launch an experimental tool called Career Explorer (MakeWhatsNext.com). The tool highlights different ways STEM is in demand.
In addition, there will be a Facebook Live event on March 18, 2017. This event will be held in partnership with Microsoft and National Geographic and will feature a female scientist. National Geographic personalities will also answer questions from girls live in stores in Miami, Florida; Overland Park, Kansas; Troy, Michigan; New York City, New York; Dallas, Texas and Bellevue, Washington.
Microsoft is hoping to encourage girls to come back to the National Geographic stores throughout the rest of the year for its DigiGirlz day technology events. The programs will run in cities across the United States and in international markets, such as Amsterdam and Egypt.
"Change the World. Stay in STEM."