The assignment was to create an innovative experiential campaign for the client, Girls Who Code.
Approach
The campaign focuses on the statistic that women hold only 20% of tech industry jobs. Girls Who Code is a nonprofit working to lessen this gap by providing girls with after-school programs that educate and inspire girls in technology fields. The campaign wanted to bring the statistic to life by showing the public how few 20% is and encouraging them to support Girls Who Code to raise that statistic.
Results
The result is to create an experiential campaign that will change 20% of the seats in a subway car to the Girls Who Code branded ones. The seats will be on trains in major cities that have large tech companies like New York, Boston and San Francisco. The idea is to inspire commuters on their way to work. Commuters will then notice the gaps within their own companies and work with or donate to Girls Who Code.
