The Work:

Objective

Launch a new initiative aimed at empowering young women to pursue careers in STEM by building belief, representation, and emotional connection at the point of awareness.

The Problem

Despite progress, women remain significantly underrepresented in STEM fields in Canada. Statistics alone are not enough to inspire change — many young women lack visible role models and stories that make STEM feel accessible, human, and attainable.

For a new initiative, the challenge was not proving impact, but creating belief early.

The Strategy

The campaign was built around representation as momentum. Rather than framing STEM as an abstract opportunity, the narrative centered on real women, real journeys, and lived experience.

The storytelling approach followed a clear emotional arc:

1. Establish urgency with data

2. Introduce credible leadership and context

3. Humanize the issue through personal stories

4. Address doubt and imposter syndrome directly

5. End with empowerment and invitation

The goal was to make viewers feel:

• seen

• capable

• invited into possibility

This was not about inspiration alone — it was about belonging.

The Execution

The launch film was structured as a cinematic interview-driven narrative, supported by warm, intimate visuals and restrained pacing to preserve authenticity.

Key execution choices included:

• A strong statistical hook to establish urgency

• A CEO-led introduction to frame credibility and intent

• Multiple women speaking directly to camera to normalize representation

• Natural performances, eye contact, and minimal stylization

• A collective call-to-action delivered directly to the viewer

The film was designed as a hero asset, with the flexibility to generate cutdowns and quote-led social moments for digital distribution.

Intended Outcome

• Build early trust and credibility for the initiative

• Inspire belief among young women considering STEM paths

• Create a strong emotional foundation for future programming, partnerships, and fundraising