This campaign imagines what would happen if Einstein, Schrödinger and others were born women

The Association of Women Researchers and Technologists shines a light on gender bias in science and tech

Published On
Mar 24, 2021

Editor's Pick

A campaign that imagined the complicated lives that Albert Einstein, Erwin Schrödinger, Alexander Fleming and others famous scientists would have had if they had been born female has won recognition from the Spanish government and the European Parliament.

The #NoMoreMatildas campaign, by the Association of Women Researchers and Technologists, was created by Alicante-based agency Gettingbetter to mark the International Day of Women and Girls in Science on Feb. 11. It created alternative biographies of scientists called "Matilda Einstein," "Matilda Schrodinger" and "Matilda Fleming" in the form of free downloadable illustrated books for schools, showing what their lives would have been like. (The name reflects the so-called "Matilda Effect," a term coined in 1993 by science historian Margaret Rossiter to describe the historical prejudice that has ignored many brilliant women scientists throughout history.)The books also included biographies of real female scientists that teachers could add to their existing educational materials.

The campaign saw more than 50,000 downloads in educational centers, while an accompanying social media push won recognition from Pedro Sánchez, the president of the government. Other Spanish ministers presented the campaign to the the European Parliament, and Spanish educational publishers have agreed to include information on the real-life ignored "Matildas" in their next text book editions.

Credits

Date
Mar 24, 2021
Client :
Association of Women Researchers and Technologists
Agency :
Gettingbetter Creative Studio
PR Agency :
DosPassos Agencia Literaria
Production :
Kamestudio
General Creative Director :
Noel Lang
Head of Planning :
Juan Morales
Creative Director :
Pablo Mayoral
Account Executive :
Lucia de la Vega
Art Director :
Fernando Beresaluze
Art Director :
Rodrigo Garcia
Illustrator :
Rodrigo Garcia
Creative Team :
Rubén Gandía
Creative Team :
José Guerrero
Graphic Designer :
Nico Wolf
Graphic Designer :
Laura Vasallo
Account Manager :
Ángeles Gómez
PR Director :
Palmira Márquez
PR Manager :
Miguel Ayanz
Film Maker :
Miguel Esteve
Animator :
Pablo Morales
Sound Engineer :
Rubén Climent
Web Developer :
Gilbert Olcina

Need a credit fix? Contact the Creativity Editors

Industry
Project Type