As attitudes change in the post #MeToo era, brands from publishing to tech are tackling the lack of female representation in their workplaces head on.
Tackling the gender gap in engineering and technology has been a big area of focus for Charlie Fryer, digital and social media strategy advisor at Shell. Over the past 18 months she has been leading a project aimed at using social platforms to encourage more women and girls to enter STEM careers, those in science, technology, engineering and maths.
The team found that while getting women into the sector in the first place remains a challenge, encouraging them to stay is just as big an issue.
“A huge problem is that 30% of the women engineers who make it leave and it’s not because they have families, it’s because of something a little bit darker,” explained Fryer.
“We did interviews with engineers around the world working at all sorts of different companies. We took the experience they shared with us and turned it into a script for a campaign which essentially takes those micro-aggressions, the intangible things that are destructive when they accumulate and are hard to communicate.”
Launched in April, the campaign integrates the women’s real life experiences into a content series spanning tear-jerking videos to satirical memes.
Source: marketingweek.com; 20 June 2018