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Unseen Stars

basics
Industry: Professional & Public services
Media:Ambient & Interactive
Market:United States
Style: Minimalism
descriptioncnen
omen often goes unrecognized. As a leader in STEM (science, technology, engineering, and math), GE wants to help fix this problem and create a more equal world for women in science. To help achieve this, GE started “Balance The Equation,” an initiative to hire, promote and retain more women in science and technology, including the goal of hiring 20,000 female scientists and engineers by 2020. To create awareness of the Balance the Equation initiative, we created a campaign that depicted female scientists as the heroes that they are, and showed the importance of their work (historically often credited to their male colleagues). It celebrated the achievements of women in science, and inspired girls and young women to follow in the footsteps of the brilliant astronomers, chemists, and engineers who came before them.
Strategy
We gathered data in three areas: First, the underrepresentation of women in science; second, the “leaky pipeline” phenomenon, whereby girls opt out of science careers despite excelling at STEM subjects in school (often because of a lack of role models); and third, female scientists whose work has been overlooked by history (and whose achievements have often been falsely attributed to their male contemporaries). To tackle these problems, we geared the campaign towards three main audiences: the general public (to create awareness about the underrepresentation of women in STEM fields), female scientists (to show that GE appreciates their efforts and is actively recruiting women) and young girls (to inspire them to follow in the footsteps of great female scientists).
Outcome
GE’s careers page saw an immediate 10% increase in traffic and the number of women hired by GE in 2017 rose an impressive 6%. GE’s approval rate also improved by 24% among millennial women. Unseen Stars had over 300 million total impressions and received an estimated 2.3 million views in person—more than Manhattan’s entire population—all for an event that only ran 4 days. The show lived on across multiple digital channels aggregating 1.5 million views in the following weeks, and was picked up by outlets like NBC, ABC, Forbes, and Teen Vogue.
Execution
“Unseen Stars” ran from September 19–22, 2017. Content also ran on GE’s Facebook channel as a Live 360 video and lived as a YouTube 360 video. Projection-mapping Grand Central’s 51,836 sq. ft. ceiling presented its own set of unique challenges. 32 manually calibrated projectors were installed in the station to create the 960,000 lumens necessary to make the images visible on the station’s famous bright-green ceilings — even in broad daylight.
CampaignDescription
Grand Central is known for the constellations painted on its ceiling depicting mythical heroes. We decided to transform them to show real heroes: great women scientists to look up to. For this “Unseen Stars” experience, we designed constellations depicting 12 pioneering female scientists. We then created a show that took viewers on a journey through outer space, past nebulae and star clusters to discover these new constellations. We projection mapped this show onto Grand Central’s ceiling (the first ever to do so) effectively transforming it into the world’s largest (and by far the busiest) planetarium.
BriefWithProjectedOutcomes
In the U.S. today, only 14% of all engineers and 25% of all IT professionals are women. And among the major tech giants, women are still underrepresented, making up only 13% to 24% of the tech-related jobs, with only 17% to 30% ascending into leadership positions. What’s more is that even the work of these women goes unrecognized. Only two women have won the Nobel Prize in Physics, with the most recent being awarded over 50 years ago. Many female scientists’ work has been overlooked by history and their achievements have often been falsely attributed to their male contemporaries. Therefore, there’s been a lack of female role models, which has led to the “leaky pipeline” phenomenon, whereby girls opt out of science careers despite excelling at STEM subjects in school. By depicting female scientists as heroes in our campaign, we sought to inspire and encourage women to work in the fields of science, technology, engineering and math.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Glass: The Lion for Change
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