Scribd
Upload
4 views2 pages

Challenge Science Stereotypes Campaign

This document proposes a campaign to challenge stereotypes about scientists and engineers. The campaign would involve two phases: 1) collecting 5-10 second videos from people proclaiming themselves as scientists/engineers in various settings, and 2) creating a 30 second to 2 minute video mashup from the submitted videos to illustrate the diversity of scientists and engineers. The goals are to show that science and engineering encompass many interests and backgrounds and are for everyone. Famous and non-famous scientists and those in training from around the world and of all backgrounds would be featured. The campaign aims to launch between October and December 2009.

Uploaded by

api-13904976
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
4 views2 pages

Challenge Science Stereotypes Campaign

This document proposes a campaign to challenge stereotypes about scientists and engineers. The campaign would involve two phases: 1) collecting 5-10 second videos from people proclaiming themselves as scientists/engineers in various settings, and 2) creating a 30 second to 2 minute video mashup from the submitted videos to illustrate the diversity of scientists and engineers. The goals are to show that science and engineering encompass many interests and backgrounds and are for everyone. Famous and non-famous scientists and those in training from around the world and of all backgrounds would be featured. The campaign aims to launch between October and December 2009.

Uploaded by

api-13904976
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

CONCEPT : I’M A SCIENTIST (OR ENGINEER), I’M NOT A STEREOTYPE

Challenge the stereotype of who is a scientist or engineer, and expand the


breadth of understanding of what realms science/engineering covers, and
where science/engineering takes place.

What
Modelled after Microsoft's "I'm a PC" campaign

Phase I: invite people to submit a 5-10 second video of themselves


proclaiming themselves as a scientist/engineer, in a variety of settings. These
will be uploaded to a website, with a Creative Licence.

Phase II: Invitation to create a "mash up" of the videos to create 30sec - 2
minute PSA (video, or other multimedia piece) that further illustrate the
diversity of interests, backgrounds, and professions of those who (hope to)
practice science and engineering. Criteria/categories to be determined.
(Professional, student)

Incentive for Phase I: People's willingness to express themselves.


Organizations/companies can also use this as publicity.
Incentive for Phase II: Opportunity to be judged by famous people, by peers.
Publicity.

Why NOW:
2009 is the YEAR OF SCIENCE==celebrate science/engineering (and those
who practice it)
2009 is the bicentennial of Darwin and Lincoln= science is for EVERYONE

Who will be featured? EVERYONE


Famous scientists from all over the world
Not-so-famous ones, including scientists-in-training
Girls and boys from other programs
people of all colors
artists (arthur ganson)
farmers
mechanics, etc

Comparable campaigns
a. Geoffrey Beene and GQ just launched a “Rock Stars of Science” where
musicians are paired with living scientists (mostly male) for photo
shoots. The website has videos about the shoot, stars discussing their
view of the scientists and interviews with the scientists themselves
([Link]
b. The Science House is producing a series of professional photos and
videos about a diverse group of scientists and their interest
([Link]

How is this campaign different


Invite female scientists/engineers/technologists to contribute
Include youth and children, especially girls and those from underrepresented
groups
Include those who have won competitions
Message that science is for EVERYONE
Videos and products will be more “authentic”

Potential stakeholders
Microsoft
Google
STEM companies
Govt
Universities
Coalition for Science after school
Nonprofits with after school programs in STEM
Communications programs
Graphic design programs
The above two campaigns—invite to cross link

Timeline
3 month campaign, from October to December, ‘09

Resources required
a. Website with video upload capability (partner with Google/YouTube?)
b. Graphic designer to create branding
c. PR/Marketing associate for publicity and dissemination
d. Project manager

You might also like