3M: Not the science type

3M, a US conglomerate, developed and promoted a film championing women of colour in science, generating hundreds of millions of earned media impressions and resulting in brand metrics uplifts.

The challenge

Global science company 3M has a long history of investing in STEM equity, knowing diversity in science is critical to innovation, growth, and furthering its mission to solve global problems.

The fact remains that women of color still make-up only 5% of the science and engineering workforce. 3M's research study, the State of Science Index, uncovered the reasons for this diversity gap. Social norms discourage women and girls from pursuing science, while creating specific identifiers for what "a scientist should look like," from race and gender to clothing choices and social manners. Minority women have been disproportionately discouraged...

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