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    McCann NY, Director Nanette Burstein Team On “She Can STEM” Campaign For Ad Council

    By SHOOTUpdated:No Comments10734 Views

    To encourage girls to pursue their interests in science, technology, engineering and math (STEM), the Ad Council convened an unprecedented coalition of partners, including GE, Google, IBM, Microsoft and Verizon, to launch She Can STEM. 

    Women make up half of the total college-educated workforce in the U.S., but they hold only 25 percent of STEM jobs, according to the U.S. Department of Commerce. Research from the National Science Foundation shows that while approximately 66 percent of girls are interested in science in fourth grade, many lose interest in STEM as early as middle school, and this path continues through high school and college, ultimately leading to an underrepresentation of women in STEM careers.

    This national public service campaign from McCann NY includes television, digital, social and print creative content that showcases the achievements of seven female STEM role models to reinforce the idea that STEM is cool, creative and inspiring to get more girls interested and involved. 

    In this ScreenWork entry, Bonnie Ross, head of the Halo Game Studio at Microsoft, meets and inspires a group of girls. The “She Can STEM” package of PSAs was directed by Nanette Burstein of Hungry Man. Other STEM role models in the campaign include: Lisa Seacat DeLuca, distinguished engineer at IBM; Tiera Fletcher, structural analysis engineer at Boeing; Maya Gupta, research scientist at Google; Danielle Merfeld, chief technology officer at GE Renewable Energy; Nicki Palmer, chief network engineering officer at Veriaon; and Lucianne Walkowicz, astronomer at the Adler Planetarium.

    Credits

    Client The Advertising Council Agency McCann New York Sean Bryan, chief creative officer; Pierre Lipton, EVP, global creative director; Holly Hessler, SVP, group creative director; Lucas Crigler, Hope Nardini, associate creative directors; Jordan Nerison, Christina Hillman, Yung Lee, designers; Nel Sparkman, Zeynep Gungor, jr. designers; Sean Flanigan, digital producer; Mila Mitova, sr. art director; Elina Rudkovskaya, sr. copywriter; Carolyn Johnson, SVP, head of integrated production; Rebecca Magner, producer; Kelly Ramsey, sr. art producer. Production Hungry Man Nanette Burstein, director; Kevin Byrne, managing partner/exec producer; Dan Duffy, producer/director of sales; Mina Jarjoura, exec producer; Julianne Maloney, producer. Editorial Union Editorial NY Sloane Klevin, Christopher Huth, Ryan Stacom, Adriana Machado, editors; Caryn Maclean, exec producer; Lauren Hafner Sheehan, post producer; Kirk Balden, Flame artist. Color Color Collective Alex Bickle, colorist. Music Position Music and Score a Score Audio Post Sonic Union Brian Goodheart, mix engineer.

    Media Type:Commerical: PSA
    ScreenWork Categories:Commercial
    Video Tags:Hungry ManMcCann New YorkNanette Burstein



    The Best Work You May Never See: Rodrigo Garcia Saiz Directs “The HInVisible Celebrity” To Address Spain’s Stigma Over HIV

    Wednesday, December 25, 2024

    Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”

    Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?

    The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.

    The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More

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