To take on tech’s pervasive gender-gap problem, CompTIA, the world’s leading tech association, tapped Walker Sands with two goals: unearth the real reasons for IT’s gender imbalance and motivate teachers, parents, role models and young women to take action and change the status quo.
We conceived #MakeTechHerStory to educate and galvanize key audiences with an integrated marketing campaign. The hub of the campaign was MakeTechHerStory.CompTIA.org, where visitors could hear directly from young girls with a documentary-style video, download an eBook visually documenting in-depth research into what must change to inspire more girls to pursue careers in IT, or “reimagine Rosie” with an avatar-builder tool. We also started a social conversation by engaging women in tech through direct mail. Key influencers received a direct mail postcard and a CompTIA-branded Rosie bandana inviting their participation in the campaign.
Role: Web, Graphic Designer (Campaign Identity, Direct Mail Postcard, Avatar, Microsite, eBook, Social Graphics); Video Producer: Ted Tae