2. WHY?
The STEM fields are in great need of innovators, scientists, mathematicians, and engineers.
According to the National Science
Foundation (NSF):
The number of workers in S&E occupations
grew from about 1.1 million in 1960 to
about 5.8 million in 2011.
Science + engineering occupations have
seen 3.3%, greater growth rate than the
1.5% growth rate for the total workforce.
Source
3. THE GAP?
• WOMEN
• Women hold less than 24% of our country's STEM
jobs as of 2014
• MINORITIES
• African-American and Latino workers represent 16%
of the advanced manufacturing workforce, 15% of
the computing workforce, and only 12% of the
engineering workforce
• YOUNG STUDENTS
• 61% of 12th graders are not interested in STEM
careers
Source for all data from Change the Equation, a coalition of
Fortune 500 companies focused on increasing STEM
education, featured in U.S News & World Report
4. ONE SOLUTION: CREATE A CONVERSATION
• Lots of social media initiatives that
inform and steer people towards STEM
education and the workforce.
• Creative professionals in the STEM field
can learn from these campaigns for
their own brand goals.
•Rich content to mine from the STEM
fields.
•Partner with organizations to
increase awareness, a benefit to both
parties
5. VERIZON WIRELESS
• #InspireHerMind
• Viral YouTubeVideo had over 4 million views!
• "Our words can have a huge impact. Isn't it
time we told her she's pretty brilliant, too?
Encourage her love of science and technology
and inspire her to change the world."--
Reshma Saujani, Founder of Girls Who Code
and MAKER
• Aligns with general #WomenInStem
movement
• Results? Coverage in AdWeek, HuffPo, Slate,
Bustle, Slate, ABC News, WIRED, Mashable
6. CAMPAIGNS LEAD TO RICH CONTENT AND ENGAGEMENT
Verizon-sponsored computer science
summer immersion program.
Verizon’s “Inspire Her Mind,” website is full of useful
information for young women who want to get involved, and
actual opportunities to do so!
7. VERIZON WIRELESS
• #PotentialOfUS
• YouTube heavy campaign centered around
an event and Black History Month
• 6 Bronx students created an app in the
Verizon Innovative App Challenge
• Their app consisted of Greek myth
characters that help students with math
skills, a game called Quest Math
• Brings attention to their annual app
challenge while inspiring young students
• 56,000 views
9. EXXONMOBIL’S CAMPAIGN
• #BeAnEngineer
• “Be An Engineer ... where changing the
world is part of the job description.”
• Heavily used hashtag, website with
resources, and unconventional use of
Tumblr, and Instagram
• Tumblr and Instagram are the perfect
social venue for kids and teens
• Be An Engineer is all about creating the
innovators of tomorrow, today
• And that means targeting young students!
10. #BeAnEngineer Video Spots: A World Without Engineers
Record Views: 1 -4 million views on YouTube
Spots are comedic takes on how difficult life would be without the
innovative engineers
Watch 30 sec. video: Run
11. BUILD BRAND WORLDS AROUND SOCIAL CAUSES
• Support STEM talent
• Be the solution
• Align our brands with a social cause
• Build engaging Corporate
Responsibility
