GE Imagines a World Where We Treat Female Scientists Like Celebrities

Delightful work from BBDO aims to bridge gender gap in science

Little girls dress as Millie Dresselhaus in fictional world where scientists are treated like celebrities. YouTube: GE

Millie Dresselhaus, the first woman to win the National Medal of Science in Engineering, is treated like a Kardashian—photographed, celebrated, followed—in BBDO’s new campaign for GE. The 60-second spot is part of GE’s audacious plan to employ 20,000 women in STEM roles by 2020 and to have 50/50 gender representation in its technical entry-level programs by the same time.

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.