Pink Tools Can’t Fix This
3 Print, 2 Outdoor, 1 Product, 1 Experiential, 2 Digital
Client: Girls Who Code
Target Audience: Parents with girls age 2-17 years old.
Insight: People believe the solution to getting more women in stem is “painting it pink,” so making the field more feminine. We can paint all the tools pink, but it won’t fix the machine – the misogynistic STEM industry. Because of that, coding is hard and inaccessible to learn.
Big Idea: Stop painting over the problem and address misogyny in the STEM field.
Art Director: Cole Meredith
Copywriter: Molly Egan
Print Ad 1
Print Ad 2
Print Ad 3
Outdoor: Hacking Existing Outdoor
Execution Idea: Intercept traditionally feminine ads perpetuating pink stereotypes, restricting girls’ variety of toys available.
Execution Idea: Partnership with Duolingo to game-ify and simplify the process of learning a coding language to make it more digestible.
Digital: Codeolingo"
