A powerful campaign challenging us to rethink one of the most important social issues of our time.
The US has fallen behind the rest of the world in the high-tech, high-paying STEM jobs that drive the economy and build a better world. Statistics show 80% of jobs in the next decade will require technology skills. Unfortunately, women are vastly underrepresented in these fields and not enough girls are encouraged to pursue their love of science, technology, engineering and math subjects. Action must be taken to reverse this trend.
Inspire Her Mind, a thought-provoking campaign, designed to challenge the viewer on the subtle nuances that may influence young girls and their interest in STEM, launched nationally, June 2014. The :60 story, which begins with a wide-eyed, optimistic young girl, takes us on a journey as she encounters various gender stereotypes and parental influences that begin to deter her from STEM activities. The campaign does not leave viewers without hope and action, the online site for Inspire Her Mind includes an interactive tool, powerful testimonials and simple quotes that can be shared with young girls.
The campaign received unprecedented success for Verizon, in part due to the viral nature of the message. From organic reach across all digital and social platforms to industry press, the program received significant support from influential voices within the activist community. It continues to be recognized as one of the most successful campaigns of the year, with brand sentiment and perception a key driver for the business. Most importantly, is the direct impact the message is having on young girls. Through the Verizon Foundation, the company continues to support local actionable initiatives that are affecting change daily (Girls Who Code Summer Program).
"Another great example of using marketing to help break down stereotypes that hold girls back. All parents, teachers aunts, uncles....everyone should watch this!"− Sheryl Sandberg - COO Facebook, Activist and Author
"A powerful new commercial lends a theory to why so many girls grow up to steer clear of science and math"− Good Morning America
"Verizon Made A Powerful Ad About What Your're Actually Telling A Girl When You Tell Her She's Pretty"− BuzzFeed
"Verizon Reminds Parents That Girls Aren't Just Pretty but 'Pretty Brilliant'"− ADWEEK
"Verizon Points Out The Little Things That Have A Big Impact On Girls In Math And Science"− FastCompany