Objective: To show underrepresented and marginalized adults that everyone has a place in STEM and guide them toward IBM SkillsBuild online courses.
Execution: We created Tech Type Quiz, a personalized and engaging tool that made STEM education more accessible and appealing by breaking down barriers and tailoring the learning experience to individuals’ preferences and needs. We also partnered with influential content creators like Zahra Hashimee and Forbes 30 Under 30 awardee Astro Alexandra, chosen for their diverse backgrounds and relevance in science, technology, engineering, or math. The initiative leveraged major social channels, particularly TikTok and Instagram, to spark a movement addressing the pervasive issue of underrepresentation in STEM.
Result: The quiz garnered over 420,000 views across TikTok and Instagram and was organically shared more than 5,000 times. Thousands of adults took the quiz and signed up for IBM SkillsBuild to further explore STEM fields.
Credits:
Creative Agency: SpecialGuest