Print and Publishing > Culture & Context
OLAY FACE THE STEM GAP
SAATCHI & SAATCHI, New York / PROCTER & GAMBLE - OLAY SKINCARE / 2021
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Overview
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Overview
Translation. Provide a full English translation of any text.
Python Translation: Let's face it, if you're not male, your chance of having a STEM job is 24%. And if you’re not White or Asian, your chance of having a STEM job is 5%. This is the STEM gap.
Circuit Translation: That’s why Olay’s goal is to amplify the number of positions for women in STEM.
Chemistry Translation: Because when you add women to STEM, you get an explosion of change.
Diagrammatic Cipher Translation: Soon, a million more women will be code readers.
Please tell us how the brand purpose inspired the work
The STEM (Science, Technology, Engineering and Math) gap is defined: only 24% of the STEM field is made up of women, and only 5% are women of color. Half of Olay’s STEM workforce is female, many of them leading the formulation of skincare products the brand sells. The brand decided the double-down on their STEM mission by committing to double the number of women and triple the number of women of color in STEM by 2030. In a year when corporate commitments were commonplace, the challenge was how to stand out. Meanwhile, Olay had troubling statistics – household penetration among female millennials was under 10%. Despite compelling science, a barrier among this group was the belief that Olay was not effective or was designed for older women. Our challenge: convince the female STEM community that Olay was their ally and get beauty lovers to believe in the science behind Olay.
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