She Can STEM
Open the game- Brand
- She Can STEM
- Year
- 2021
- Objective
- Awareness
- Industry
- Non-profit
- Platform
- Web
- Agency
- Heat
- With
- UNIT9
- With
- Ad Council
Objective
To encourage girls to pursue careers in science, technology, engineering, and mathematics by making STEM feel cool and accessible. The Ad Council partnered with musician Ruth B. to create an immersive experience that would bridge the gender gap in STEM fields and inspire the next generation of female scientists, engineers, and technologists.
Solution
An interactive Minecraft Java Edition server featuring five STEM-themed building challenges (such as creating an aquarium or designing fireworks displays). Players who completed challenges earned tickets to an exclusive virtual concert by Ruth B. held within the Minecraft world on September 19, 2020. The concert experience included elaborate landscapes, three performance stages, choreographed lighting, pyrotechnic effects, and incorporated player-created monuments celebrating influential women in STEM. A 10-song setlist was performed with user-generated content from challenge participants featured during the performance.
Results
100% player retention across logins from 19 countries. Average playtime of 3 hours 30 minutes per player. The challenges went viral on Twitch with top streamers creating tutorials. Campaign received 2 Webby Awards, 1 Campaign Tech Award, and 1 FWA Award. Concert was livestreamed on the She Can STEM YouTube channel.
