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EDF ENERGY

Pretty Curious Studio.

Experimenting with innovation to get girls curious about science.



Down

The Challenge.

Address the critical under-representation of women working in, and going into, STEM (Science, Technology, Engineering and Maths) careers; as currently, just 1 out of 7 in the field are female.

Real World Thinking.

The key to our approach was understanding that young girls do like science at school, but too regularly drop out of it because it doesn’t feel relevant to their lives and is ultimately seen as boring. We needed to tap into the “cool” side of science and deliver an experience that would inspire their future decisions.

The Execution.

We created the ‘Pretty Curious Studio’ – a series of empowering hands-on experiences for girls aged 12-13, hosted by aspirational female role models, to showcase the exciting opportunities in the STEM world. We identified the most important areas to girls of that age and demonstrated how the different careers play a role in their lives in a creative way.
The Snapchat zone explored the digital world of facial recognition and had its very own geofilter for the girls to try out, whilst the Smarter Living zone showcased the latest smart technology including the Amazon Echo. Participants also got the chance to play a bespoke VR game to rebuild a reactor, or create their very own innovation using LittleBit circuits; the best creators won a Google Cardboard headset to take the excitement and inspiration home.

The Results.

  • 1,030 girls attended from 50 schools
  • 94% said the events made STEM more interesting
  • 62% of girls wanted to know more about STEM

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