GE Imagines a World Where We Treat Female Scientists Like Celebrities

Delightful work from BBDO aims to bridge gender gap in science

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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.

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