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Olay

#STEMTheGap – It’s time to change the Equation

Agency: PGOne

Description

Did you know that India boasts the world's highest number of female STEM graduates at a commendable 43%? However, the stark reality is that only an estimated 14% of them are part of the STEM workforce. These numbers underscore a significant drop out after education & work place gender gap that urgently needs addressing.

To understand why women are dropping out of STEM careers, in March 2023, Olay India commissioned a survey: 81% of respondents said they dropped out of STEM careers due to the lack of female role models who can pave the way for success. Whereas 88% said having female role models who are excelling in the workplace would influence them to go back to a career in STEM. Overall, 91% of respondents said having a female role model is crucial to staying in a STEM career.

These findings inspired the latest instalment of Olay’s #STEMTheGap initiative, which aims to shed light on the glaring absence of female mentors and role models. Ahead of this year's International Day of the Girl Child on 11th October, Olay will begin the next leg of its 10-year program.

As a brand rooted in scientific innovation and a deep connection with women, Olay India is taking meaningful steps to provide young girls with mentorship and role models with the launch of a hard-hitting digital film, created in collaboration with acclaimed filmmaker Anand Gandhi.

The film delves into India's rich history of remarkable women in STEM and pays homage to the enduring legacies of luminaries like Dr. Anandibai Joshi, Kamala Sohonie, Dr. Janaki Ammal, Kalpana Chawla, among others, showcasing their inspiring journeys. It highlights the urgent need for more female role models in STEM today. The film also sheds light on the societal biases that deter young girls from pursuing STEM careers, emphasizing the crucial role of female mentors.

Olay has also launched the beta version of a web-based virtual chat mentor that will offer guidance and information to aspiring young girls seeking to enter the world of STEM—and a wonderful supplement to Olay’s mentorship program. This virtual chat mentor has been created with the help of successful women in different STEM fields in India such as Shannon Olsson (Founder & Global Director of the echo network), Swarna Manjari (Communication Designer), Dr. Vandana Prasad (Community Pediatrician and Public Health Professional), Tarunima Prabhakar (Tech and Policy Research at Tattle Civic Tech and Carnegie India), to name a few, to provide the user with knowledge, resources, and encouragement on their journeys.

Priyali Kamath, Senior Vice President, Skin & Personal Care – Asia Pacific, Middle East & Africa, Procter & Gamble (P&G), explains: “For decades, Procter & Gamble’s legacy skincare brand Olay has maintained a deep understanding of women's changing needs through science. At Olay, we understand the critical importance of female role models in the STEM field, and our commitment to bridging the gender gap is unparalleled. This year's theme, centered on the significance of role models and the introduction of mentorship initiative, highlights our commitment to ensuring every young girl knows that she can be the next leader in her field. Through initiatives like #STEMTheGap and our commitment to gender equality, we are working hard to double the number of women in STEM by 2030 and create a more inclusive and equitable future. We're proud to recognize and support the next generation of women in STEM who will one day be making history in their respective fields, and become role models for young girls in the future.”

Ajay Vikram, Chief Creative Officer Southeast Asia, Publicis Groupe, adds: “There are many accomplished women leaders in STEM in India today. Yet, a “lack of mentors” is often cited as a big reason why so few women make a career in STEM. This got us thinking. How do we not just celebrate the achievements of women in STEM, but actually be useful …to be there at the very moment when needed, a friend and guide to any girl or woman looking for answers as they stand at the crossroads of choosing their path forward. Technology came in handy as a way to help…but we can’t wait to see how much more Ai-shu can do to help women find their way to a future of their choosing.”

The latest instalment follows the launch of #STEMtheGap in India in 2021, a campaign that garnered 10 million views and an 80 million reach, a record for Olay India. Beyond awareness, Olay has joined forces with vLookUp to connect female students in higher education with STEM mentors online, with carefully chosen participants engaging in four-month mentorship programs facilitated by volunteers from P&G and partner companies. This program completes the mentorship journey from virtual mentorship to meaningful connections with experts in the field.

To encourage future women in STEM, Olay continues to partner with LEAD, India's premier School EdTech provider, to sponsor STEM scholarships to 250+ underprivileged girls. These scholarships empower girls across India by providing financial support for STEM education and career development.

This professional campaign titled '#STEMTheGap – It’s time to change the Equation' was published in India in October, 2023. It was created for the brand: Olay, by ad agency: PGOne. This Digital, Film, and Integrated media campaign is related to the Beauty industry and contains 3 media assets. It was submitted 6 months ago by Creative PR: Barbara Messer of Publicis Groupe.

Credits

Client: P&G Asia Pacific; Olay
Priyali Kamath, Senior Vice President for Skin & Personal Care - Asia Pacific, Middle East and Africa
Lester Estrada, Vice President for Skin Care and E-commerce - Asia Pacific, Middle East and Africa
Abhishek Mittal, Senior Director for Digital Transformation and Sales - Asia Pacific, Middle East and Africa
Salisa Orutsahakij, Brand Director for Skin Care - Asia Pacific, Middle East and Africa
Jeune San Juan, Senior Regional Communications Manager for Skin & Personal Care Asia Pacific, Middle East and Africa

Agency: Publicis PG One Singapore
Ajay Vikram: Chief Creative Officer, SEA
Vaishnav Balasubramaniam: Creative Director
Janath Gamage: Senior Art Director
Yuste DeLucas: Associate Creative Director
Emmanuel Lalieve: Executive Creative Director
Sharon Leong Senior Producer
Deepa Limaye: Senior Producer
Penny Sadlier: Managing Director; PGOne
Michelle Whitesides: Vice President – Global Client Management
Jordan Price: Regional Head of Strategy
Pamela Lee: Strategic Planner
Khatkhanang Chavalitsakulchai: Regional Account Director
Jarron Loh: Senior Account Executive

Agency: Digitas Singapore
Rakesh Bhandari: Senior VP Technology
Zav Husref: Associate VP Technology
Faith Lim: Head of UX
Martin Calderon: Senior UX Designer
Charlene Tay: Account Executive

Production: Memesys Studios; India
Shreya Dudheria & Anand Gandhi: Written, Directed & Produced
Zain Memon: Executive Producer
Satchith Paulose: Cinematographer
Madhur Madhavan: Production Designer
Swapnil Bhalerao: Art Director
Jeevan Jena: Editors
Dharmendra Patella: Editors
Indrakshi Pattanaik: Costume Designer
Kani Kusruti: Costume Designer
Utkarsh Bhardwaj: Casting Director
Gábor Jr. Erdélyi: Casting Director
Bishwadeep Chatterjee: Sound Designer
Nishikant Mohapatra:VFX Supervisor
Vineesh Vijayan: Colourist
Tarsha Kohli: Hair & Makeup
Nadeem Ahmed: Associate Director
Aayush Asthana: Associate Producer
Mohammad Mubashshir: Line Producer
Sammeep S Arora: Production Head
Shiva Paswan: Post Production
Alisha Coelho Pereira: Graphics
Yash Patel: Graphics
Aayush Asthana: Research Lead
Tammanna Aurora: Research Lead
Sneha Khanwalkar: Music Director
Shreya Gupta: Music Producer
Samyuktha PC: Lyrics
Shreya Gupta: Lyrics
Maithili Shome: Voices
Kritskaya Tatiana: Cello
Venkatesh Iyer: Cello
Deepraj Raorane: Mix

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