McCann New York Takes a Satirical Look at Girls Who Code...and Don’t

Working with the not-for-profit advocacy group, Girl Who Code, McCann New York created a satirical campaign that features girls sarcastically explaining how their boobs, their periods and their long eyelashes get in the way of coding.

"There's been a lot of work done about the gender gap in STEM, but it's been more emotional and kind of encouraging girls, that if you like science you should get involved," said Susan Young, group creative director at McCann. "This campaign is a little bit more about provoking a response and reaffirming what girls already know and that is that this is really ridiculous that people think that just because you're a girl you can't do something."

"Everyday women are faced with negative bias for being women and women in technology," said Reshma Saujani, founder and CEO of Girls Who Code. "We feel that in addition to teaching girls to code, we need to change culture. We really wanted to spark a conversation about what we could do to create a more inclusive, well-rounded image of what a programmer is."

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