icebox derby
Challenge:
Women only hold 24% of STEM (Science, Technology, Engineering and Math) jobs in the United States.
How do we get young women interested in STEM related careers?
Solution:
We created an event (The Icebox Derby) where young women transform old refrigerators into race cars.
Then we heroically showcased them in some of the careers that would allow them to change the world and gave each of them a scholarship.
This event inspired and allowed them to see the results of their hard work through an exciting engineering challenge.
Phase 1 : Recruitment
We went to where these young women are (schools) and posted up powerful aspirational posters that empowers women and challenge them to step up.
Social Media:
We drove awareness through a recap video of the prior year and consideration through engaging GIF content that posed the challenge of a career in STEM.
Website:
All of the content drove them to our simple online application where they could learn more about famous STEM women and additional information about the event.
KPIs:
Registration went up 700% from prior years.
Phase 2: Event
Powerful images of young STEM women showcased the possibility of what the future might look like. Through Banners, OOH, Bus Shelters, CTA Train Wraps, and more we had all of Chicago covered to be a part of the STEM future.
STEM Timeline:
We created a timeline of famous STEM women throughout history alongside our selected STEM Stars.
