Microsoft to Help Girls Get Patents As Part of International Women's Day Campaign

Effort Encourages Young Women to 'Make What's Next'

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Microsoft has launched a campaign themed "Make What's Next," part of an effort to encourage girls to enter tech fields that's timed to coincide with International Women's Day.

A two-minute-plus ad is slated to run during shows including "Good Morning America," "CBS This Morning" and "Today" pictures young girls talking about why they love science but failing to name any inventors besides men. A montage of creations by women follows. The spot, as well as shorter online films celebrating female inventors Ada Lovelace, Tabitha Babbitt and Yvonne Brill, was created by M:United. Nanette Burstein of Hungry Man directed.

Naming a famous female inventor might be difficult for many people. Only men show up in Google's carousel search results when the term "famous inventor" is searched.

According to the World Economic Forum, the gender gap in computer science won't close until the year 2133.

"We want girls to know that there are women out there that have made amazing things in whose foot-steps they can follow," said Kathleen Hall, corporate VP, global advertising at Microsoft, said Kathleen Hall, corporate VP, global advertising at Microsoft, which has a U.S. workforce that's 27% women. "We want to connect them with resources that can help them. They can do, be and invent anything they want."

Microsoft is encouraging girls to participate in its YouthSpark programs around the world, and has also created an online hub for inspiration. As part of its initiative, Microsoft also announced a patent program that will give select female inventors support in patenting their ideas. The idea is to address the reality that women hold only 7% of patents and just 15% of inventors in the U.S. are female.

A version of this story originally appeared at AdAge.com.

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About

Credits
Date
Mar 07, 2016
Agency:
M:United
Client:
Microsoft
Co-Chief Creative Officer:
Sean Bryan
Co-Chief Creative Officer:
Thomas Murphy
GCD:
Susan Young
GCD:
Daniela Vojta
Copywriter:
Sarah Menacho
Senior AD:
Trinh Pham
Designer:
Kelly Kim
Head of Interactive Production:
Aaron Kovan
Senior Producer:
Meg McCarthy
Producer:
Rebecca Magner
SVP Group Creative Director:
Roberto Santellana
UX Director:
Daniel Schultze
Designer:
Jaeeun Chung
UX Specialist:
Flora Kwong
Interactive Producer:
Sean Flannigan
President:
John Dunleavy
Managing Director:
Kevin Nelson
Account Team:
Tina Galley
Account Team:
Jason Kolinsky
Account Team:
Rosemary Calderone
Account Team:
Courtney LeBlanc
Account Team:
Sarah Livingston
Global Strategy Director:
Michelle Kiely
Strategy:
Todd Sussman
Strategy:
Eldad Heilweil
Strategy:
Priyanka Nigam
Strategy:
Courtney Bernstein
Strategy:
Ryan Duffy
Project Manager:
Stella Warkman
Project Manager:
Kristen Lillis
Project Manager:
Vinny Picardi
Production Company:
Hungry Man
Director:
Nanette Burstein
EP:
Nancy Hacohen
Producer:
Julianne Maloney
Post Production:
Union Editorial
Editor:
Sloane Klevin
EP:
Caryn Maclean
Producer:
Lauren Hafner Addison
Flame:
Kirk Balden
Graphics Producer:
Yoko Lytle
Graphics Creative Director:
Chris Bialkowski
Graphics Artist:
Eric Dalimarta
Mix:
Cory Melious @ Heard City
Transfer:
Jaime O'Bradovich @ Company 3
Music:
JSM Music
CCO/Composer:
Joel Simon
EP:
Jeff Fiorello
Producer:
Norm Felker
Producer:
Asche & Spencer

See more credits

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