GIRLS WHO CODE
REDEFINE PRINCESS.
Problem: Girls Who Code is targeted towards an audience of girls who already like STEM.
Insight: Girls who don’t actively practice STEM may love it, but have no idea, because of their lack of exposure. The media that primarily surrounds young girls hasn’t encouraged them to try STEM either. They’re constantly surrounded by princesses, so naturally girls want to become princesses when they grow up.
Solution: We’re determined to redefine what it means to be a princess. These girls love Disney Princesses, so we’re going to introduce STEM through something they already love. But, better.
part 1: princess turns ebay seller
Our first step is to get parents’ attention and gravitate them towards what it means to redefine princess. So, we’re taking the Disney Princesses’ castles and putting them up for sale on Zillow. We’re listing their most famous accessories on eBay.
part 2: THE exhibit
After we’ve made a splash through the listings, we’ll get people’s attention by publicly displaying these iconic princess pieces at a museum. Parents will be excited to bring their children to the Disney Princess Exhibit at the Whitney. But, it won’t be what they expected.
During the exhibit, a statement from the Disney Princesses will interrupt the experience and get projected onto the wall.
We’ll also project a QR code. The code will lead to an AR app that reveals the next part of the experience.
What visitors will see before the interruption.
What they’ll see after.
Visitors will download the AR app and point their phones at the museum pieces. This will reveal what the princesses have traded their accessories for. Their original storylines will have lead them to pursue careers in STEM.
When they return home, girls can use the same AR app again. They’ll grab their old princess storybooks and scan the pages to access new modern tales.
Below is a page from Jasmine’s modern tale, where she sheds her royal title to pursue her dream of becoming an astronaut at Space X.
We know that only a fraction of the girls will be able to attend the museum. The one’s who couldn’t attend can access the modern stories through Instagram and banner ads. The banner ads will be placed on platforms these girls frequently use.
When they’re at home.
The experience lives on. We’ve created a series of interactive Redefine Princess STEM activities that girls can do at home.
ACTIVITY 1: the nintendo switch game
A game that makes learning STEM simple and less intimidating. Users will pick a story from a series of modern princess tales.
*click the arrows below to view the game*
THE GIRL NETWORK APP
The app connects girls to women STEM professionals near them.
This gives parents the necessary tools to help their daughters take their next step into the real world.
*click the arrows below to view the app*
