Brief:
Create a campaign focused on solidifying LEGO brand’s role in building STEAM skills, amidst a society that continues to restrict girls’ access to it.
Solution:
Let’s Build Them Up
We will be an ally to parents and girls and provide them with inspiration and opportunities on how to unlock their limitless potential within STEAM through LEGO play.
The campaign theme is inspired on sobering insight from the Geena Davis Institute that 80% of boys are encouraged to code at a young age, compared with only 20% of girls. Furthermore, when asked, children as young as six think girls don’t like science. These misconceptions extend into the teen years and adulthood and contribute to the gender gap within STEAM related careers.
Hero film:
Powerful snippets of badass girls going from dreaming to doing, using LEGO bricks to build whoever they want to be. We’re celebrate all the different passion points that make girls their most awesome selves. Various short-form cutdowns were also created.
Play inspiration:
A series of 5 Tik Tok style videos to get bricks in girls' hands by giving parents inspiration for fun STEM activities to try at home. We’ll share these on social, and feature them as a resource for families on .com.
One example (compilation version for YouTube):
.COM
Full of all of the resources and a brand message focused on unbuilding biases so every young girl can build how they want, do what they want, and be who they want.