Spikes Asia
LEO BURNETT, Singapore / OLAY / 2022
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We created a hard-hitting film that showcases different scenarios across the country, in different languages, where girls who show an interest in STEM are on the receiving end of the bias. It poignantly narrates examples of a girl who is told to not do a task only because her clothes might get dirty, a teacher assuming that a science project was done by a male peer, or a young girl encouraged to dress up as a princess rather than her preference of a robot. We witness the children discouraged only because they are… girls.
Through this film, we made young women in India the center of change to end gender inequality in the fields of STEM (Science, Technology, Engineering, and Mathematics) by shining a mirror on people (especially those close to them) that propagate gender biases and stereotypes down generations.
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