Deployed on social networks, Les STIM au féminin proposes three creative concepts to both raise awareness among young women of pathways into science, technology, engineering and mathematics programs, and showcase possible careers. “Fais comme elle” ("Do as she does") invites the public to meet remarkable women working in the scientific fields, recounting their achievements in astrophysics, artificial intelligence and environmental science. “Trust the Numbers” tells us that, on average, girls do better in school than boys, and where there are fewer girls than boys, they do at least as well. The third concept is to “Add your ’E’” to professions where women are underrepresented, encouraging girls to become engineers, researchers, and computer scientists, by offering inspiring role models. The campaign has its own Facebook page : Les STIM au féminin.

In addition to pushing these messages on Facebook, Instagram and YouTube, the campaign was supported by twenty video capsules. Lively, dynamic, inspiring and highly instructive, each capsule features the testimony of one, two or three women engaged in technical or scientific studies or careers. They talk about their motivation, the challenges they face, and then encourage listeners to go for it and follow their passion.

The digital campaign ended with an event organized by the Chamber of Commerce of Metropolitan Montréal as part of the Techno Bell Visionaries serie, featuring Sasha Luccioni, head of AI and climate research at Hugging Face.