Facebook, MTV, and the Ad Council are working together to encourage young girls to pursue careers in science, technology, engineering, an mathematics (STEM). The campaign spotlights different professionals on MTV’s IGTV and spurs different conversations under the “#wcwSTEM”. This branches off from Ad Council’s bigger campaign, She Can Stem, that began in September and includes huge industry leaders such as GE, IBM, Google, and Verizon.
It has been shown that young women interested in STEM subjects often feel intimidated or discouraged to enter these fields because they are male-dominated. Ad Council along with Facebook and MTV aim to reach the middle school girls on their favorite platforms to peak their interest and help them realize that the STEM field is “cool, creative, and inspiring”. The partnership with social media platforms and pop networks allows for this non-profit that is usually restricted to basic PSAs, to expand their reach way beyond just their target segment. It also benefits all of the companies involved in improving their reputation of social awareness and helping create future employees for the STEM companies.