SUTD – Women Inventors Campaign 2012

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SUTD was tasked to increase its female intake of 15% to 40% in its 2012 admission exercise. The problem is that most women view a career in engineering and technology to be unglamorous and tough. A job more suited for men. Instead of an ad showing women in comfortable surroundings, we decided to inspire likely candidates by showcasing a few of the many wonderful inventions by women. The result is a campaign which not only helped change the negative perceptions of women in Technology but also increase its female intake to 45%, surpassing its original target. The TV spot won two Markies and was shortlisted at Clios and Spikes Asia.