m:united//McCann and Microsoft Urge Girls to Stay in STEM to Change the World

For this year’s edition of its #MakeWhatsNext campaign – again linked to International Women’s Day - m:united//McCann worked with Microsoft to build on the success of its outreach over the past two years and inject a sense of urgency and scale.

In the videos, Microsoft asks girls about the problems they are most passionate about solving, conveys their excitement about what they could achieve – ranging from finding solutions to climate change to curing cancer - and also the harsh reality: without the necessary STEM [Science, Technology, Engineering and Math] skills, they probably won’t solve them.

Currently, only 6.7 percent of U.S. women (and 16 percent of women globally) graduate college with STEM degrees. The plea to girls: to change the world stay in STEM and #MakeWhatsNext.

The campaign inlcudes a :60 spot and a longform video.

As part of this initiative, Microsoft will introduce new programs and resources on www.MakeWhatsNext.com that will help young girls take the next step in making their STEM dreams a reality, including a new experiental tool being launched by Microsoft and LinkedIn to demonstrate how girls can pursue their passions across industries and social causes.

The campaign will span broadcast, online/digital, events and social media including Facebook, YouTube, Instagram and Twitter, which will have a “First View,” a first for Microsoft and Twitter, and a Twitter Conversation Card to showcase the video and drive conversation.

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