In attempt to pay homage to the brilliant women scientists who are often overlooked, GE and BBDO New York partnered in a campaign titled 'Unseen Stars,' which answers the question, "what if women scientists were treated like stars?"
In order to promote this curiosity, the brands used laser animations to light up 12 female scientists among the constellation ceiling at Grand Central Terminal. The installation encouraged people to take selfies with the images, to raise awareness for the campaign, in addition to showcasing the contributions women have made within the sciences. Some of the women on the wall included Millie Dresselhaus, who was the first woman to win the National Medal of Science, Vera Cooper Rubin, a famed American astronomer and Megan Smith, the first female U.S chief of technology officer.
Feminist Constellation Installations
'Unseen Stars' Turned 12 Scientists into Constellations
Trend Themes
1. Feminist-science Collaborations - Opportunity for businesses to partner with feminist organizations in creating initiatives that celebrate and highlight the contributions of women in male-dominated industries.
2. Interactive Public Installations - Innovative potential for brands to engage with the public through interactive installations that educate and create awareness about important social issues.
3. Gender Equality in STEM - Growing demand for initiatives that promote gender equality in STEM fields, opening up opportunities for businesses to support and invest in such programs.
Industry Implications
1. Advertising and Marketing - Disruptive innovation opportunity for agencies to develop campaigns that challenge societal norms and promote diversity and inclusion.
2. Technology - Potential for technological advancements in creating immersive and interactive experiences that facilitate meaningful social dialogue and education.
3. Education - Opportunity for educational institutions and organizations to incorporate the stories and achievements of women scientists into curricula to inspire and empower future generations.