Best of 2016 No. 6 Interactive/Integrated: Microsoft to Help Girls Get Patents As Part of International Women's Day Campaign

Effort Encourages Young Women to 'Make What's Next'

Published On
Mar 07, 2016

Editor's Pick

Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated as our picks of the day.

At #7 in our Interactive/Integrated category, Microsoft put action behind its message of supporting girls and women in technology by creating a program that would give female inventors help in patenting their ideas. The idea was part of a broader initiative supporting girls in tech fields, which included a campaign themed "Makes What's Next," created out of M:United as well as its YouthSpark programs designed to provide access to tech education for kids around the world.

Original Story:

Microsoft has launched a campaign themed "Make What's Next," part of an effort to encourage girls to enter tech fields that's timed to coincide with International Women's Day.

A two-minute-plus ad is slated to run during shows including "Good Morning America," "CBS This Morning" and "Today" pictures young girls talking about why they love science but failing to name any inventors besides men. A montage of creations by women follows. The spot, as well as shorter online films celebrating female inventors Ada Lovelace, Tabitha Babbitt and Yvonne Brill, was created by M:United. Nanette Burstein of Hungry Man directed.

Naming a famous female inventor might be difficult for many people. Only men show up in Google's carousel search results when the term "famous inventor" is searched.

According to the World Economic Forum, the gender gap in computer science won't close until the year 2133.

"We want girls to know that there are women out there that have made amazing things in whose foot-steps they can follow," said Kathleen Hall, corporate VP, global advertising at Microsoft, said Kathleen Hall, corporate VP, global advertising at Microsoft, which has a U.S. workforce that's 27% women. "We want to connect them with resources that can help them. They can do, be and invent anything they want."

Microsoft is encouraging girls to participate in its YouthSpark programs around the world, and has also created an online hub for inspiration. As part of its initiative, Microsoft also announced a patent program that will give select female inventors support in patenting their ideas. The idea is to address the reality that women hold only 7% of patents and just 15% of inventors in the U.S. are female.

A version of this story originally appeared at AdAge.com.

Credits

Date
Mar 07, 2016
Brand:
Microsoft
Client:
Microsoft
Agency:
M:United/McCann
Co-Chief Creative Officer:
Sean Bryan
Co-Chief Creative Officer:
Thomas Murphy
Group Creative Director:
Susan Young
Group Creative Director:
Daniela Vojta
Copywriter:
Sarah Menacho
Senior Art Director:
Trinh Pham
Designer:
Kelly Kim
Head of Interactive Production:
Aaron Kovan
Senior Producer:
Meg McCarthy
Producer:
Rebecca Magner
Senior Vice President/Group Creative Director:
Roberto Santellana
UX Director:
Daniel Schultze
Designer:
Jaeeun Chung
UX Specialist:
Flora Kwong
Interactive Producer:
Sean Flannigan
President:
John Dunleavy
Managing Director:
Kevin Nelson
Account Team:
Tina Galley
Account Team:
Jason Kolinsky
Account Team:
Rosemary Calderone
Account Team:
Courtney LeBlanc
Account Team:
Sarah Livingston
Global Strategy Director:
Michelle Kiely
Strategy:
Todd Sussman
Strategy:
Eldad Heilweil
Strategy:
Priyanka Nigam
Strategy:
Courtney Bernstein
Strategy:
Ryan Duffy
Project Manager:
Stella Warkman
Project Manager:
Kristen Lillis
Project Manager:
Vinny Picardi
Production Company:
Hungry Man
Director:
Nanette Burstein
Executive Producer:
Nancy Hacohen
Producer:
Julianne Maloney
Post Production:
Union Editorial
Editor:
Sloane Klevin
Executive Producer:
Caryn Maclean
Producer:
Lauren Hafner Addison
Flame Artist:
Kirk Balden
Graphics Producer:
Yoko Lytle
Graphics Creative Director:
Chris Bialkowski
Graphic Artist:
Eric Dalimarta
Mix:
Cory Melious @ Heard City
Transfer:
Jaime OBradovich @ Company 3
Music:
JSM Music
Chief Creative Officer/Composer:
Joel Simon
Executive Producer:
Jeff Fiorello
Producer:
Norm Felker
Producer:
Asche & Spencer

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