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It is always critical to consider your audience when embarking on any content development project.
Cause
Marketing
Inspiring Girls To Consider Careers In STEM
The goal of the Ad Council’s “She Can STEM” campaign is to catch the attention of girls (ages 11-15) and pique their interest in STEM, as well as ultimately inspire and motivate them to further explore and pursue careers in STEM.
The campaign needed to respond to research showing that, even though girls may be interested in STEM when they are young, they eventually come to believe that, as girls, these fields are not relevant for them.
EX.CO needed to create relatable STEM content that reflected a young girl’s current interests (i.e., fashion) and show how it could be parlayed into a career in STEM while also appealing to their need for quick content that truly engages them in a meaningful way.
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