There's more to Girls Talk than just gossip

#GirlsTalkSTEM – World Woman Foundation

A well-known worldwide foundation for female equality is struggling to reach younger generations of girls (such as Gen Alpha and GenZ), who are less and less interested in pursuing STEM-related careers.

Our international team of 6 Cannes Lions Roger Hatchuel School alumni set out to help World Woman Foundation with just that! Here's how...

Problem:

Despite all the great innovations women gave our society, only about 30% of girls try to pursue STEM fields. Fewer than 20% even consider math-related careers, and not even 10% when it comes to physics. And girls make up just 5% in computer science.

How can World Woman Foundation inspire more girls to pursue STEM careers?

Insight:

Despite there being several female role models in the world of STEM, younger generations have a hard time reaching out to them, and the more mature generations have a hard time connecting with them. And these generation-gaps are artificially amplified in social discourse.

While the so-called "Girls Talk" is a great icebreaker, mostly it's portrayed as empty gossip about celebs, boys, fashion. All the stereotypes – while it can actually be way more in-depth.

Solution:

While gossips are certainly talking points, Girls Talk can be much more than that! Let's make STEM-Talk a part of Girls Talk. We provide a common platform for STEM-Talk, to bridge the generation gap. To share knowledge, stories, life paths and make meaningful connections.

First we needed to expand our network of professionals, so we targeted them where they proudly share their biggest career milestones – LinkedIn. We caught their attention with messages built on the artificial generation gaps, bridging the connection with their common shared interests.

We'll launch the platform with the #GIRLSTalkSTEM podcast, launching this summer. Aayati Dash Kar, a charismatic and ever-curious 12-year old girl is taking the position of the host, talking to some of the biggest names and most interesting women in the world of STEM.

The campaign will also encourage a direct connection between the foundation's network of successful women and the youth on TikTok.

Results:

While the campaign is in its pre-launch state, we've already successfully announced it during the 2025 World Economic Forum in Davos, at the World Woman Agenda, in front of some of the most influential women in their respective fields to wide-spread acclaim.

The results will be updated after the campaign's launch.