I WILL STEM

Concept development, photo treatment, copywriting

This is a PSA (Public Service Announcement) campaign designed to attract teen girls to careers in the STEM fields.
72% of girls want to pursue a job in which they can help the world, but only 20% realize they can do this through
STEM. I targeted teens by creating personas that are paired with a social problem, connecting the STEM fields
to helping the world. I focused on a proud, intelligent, and strong feel for this campaign.