My morning has begun with rage. This week the EU Commission launched a new campaign designed to encourage teenaged girls to go into science (apparently by breaking down stereotypes…) It’s called Science: It’s a girl thing. The campaign so far is basically a series of short, fairly-bland-but-inoffensive youtube clips introducing female scientists: a kind of ‘This is what a scientist looks like’ campaign, if you will, accompanied by various stats.
Overall it sounds like a well-meaning campaign that isn’t going to cost anyone much money, and might have a positive effect in making teenage girls see science as a valid career path for them. But hang on a second. There’s a PR machine behind this thing, which kicked off today. And it’s turning into a train crash.