OVERVIEW

The Geena Davis Institute, in collaboration with IF/THEN (the philanthropy sponsoring Mission Unstoppable), hosted an event dedicated to the unveiling of the institute’s latest report, “Portray Her 2.0: An Analysis of 15 Years of Women in STEM On-Screen, 2007–2022.”

February 11 is International Day of Women and Girls in Science, the perfect day to debut the Geena Davis Institute’s latest research in STEM media. Portray Her 2.0 analyzes the past 15 years of women’s representation in STEM media, and the subsequent effects this representation had on it’s viewers. This event was an evening of networking, thoughtful panels and a presentation detailing the report’s findings.

ROLE

Coordinating multiple aspects of influencer outreach, event activations and social media storytelling for the Mission Unstoppable side.

CHALLENGES

☆ Create an engaging booth to educate new audiences about Mission Unstoppable and the purpose of the show: showcasing dynamic women in STEM 

☆ Invite guests that support our cause in order to foster genuine community 

☆ Coordination with vendors for photo booth and step and repeat banner

☆ Capture photos and videos for our larger community to feel like part of the event

STRATEGY

☆ Strategize and launch a TikTok filter the day of the event that aligns with fostering a community interested in STEM. Create a “making-of the filter” video with AR Creator Laura Gouillon

☆ Act as a spokesperson for Mission Unstoppable by operating the booth, encouraging use of the filter, answering questions and giving away free swag to increase awareness

☆ Invite local influencers and STEM communicators to cultivate community around a shared cause

☆ Manage and record a TikTok LIVE of the Mission Unstoppable expert panel

RESULTS

☆ STEM Affirmations filter gained 1.26M views, 127 posts and remains in the top 5% of effects on TikTok

☆ Successful and empowering client-facing conversations

☆ Joyful networking with students, parents, STEM advocates and prominent figures in the STEM media space for future collaboration opportunity

☆ A night filled with insightful commentary from leading STEM and media experts as well as wins and opportunities from the portrayal of women in STEM on-screen over the past 15 years

KEY TAKEAWAYS

☆ Diverse and accurate representation of women in STEM isn’t just nice, it’s necessary to make a real impact on girls’ interest in STEM fields

☆ Collaboration, not competition, is vital in closing the gap in STEM equity

☆ Attendees heard thoughtful speakers and participated in engaging activations to get an interactive experience in STEM

☆ Many noted how cool it was to see both the process and the AR creator of the TikTok filter in real time! A multidimensional experience

READ THE REPORT

From the Geena David Institute Website:

“In an era where innovation is key to societal advancement, the critical importance of diversity and inclusion in the fields of Science, Technology, Engineering, and Mathematics (STEM) cannot be overstated. Recognizing this imperative, the Geena Davis Institute on Gender in Media, a leader in advocating for gender parity in entertainment and media industries, is set to launch an inspiring initiative aimed at catalyzing change and empowering the next generation of female leaders in STEM. The #GirlsLeadSTEM campaign, kicking off with an unprecedented event featuring a lineup of distinguished speakers and panelists, marks a pivotal moment in the ongoing effort to foster a more inclusive and equitable STEM landscape. Join us as we delve into the event details, featuring insights from renowned advocates, thought leaders, and rising stars in the STEM and entertainment sectors.”