AMC Networks Content Room and the Ad Council, a non-profit and leading producer of social impact campaigns for 80 years, announced today a series of new public service advertisements (PSAs) that will highlight the power of girls in STEM (science, technology, engineering and maths) against the backdrop of the global hit series ‘The Walking Dead.’ In the spots, behind-the-scenes talent of the popular franchise, including director Aisha Tyler, costume designer Vera Chow and art director Jasmine Garnet, showcase how STEM is used to bring the post-apocalyptic world of ‘The Walking Dead’ to life on screen. Created by AMC Networks Content Room, the PSAs are part of the Ad Council’s national She Can STEM campaign, which encourages girls, trans youth and non-binary youth around the country to get excited about and interested in STEM.
The new creative consists of TV spots and custom videos created specifically for TikTok and Instagram. The spots also feature Gitanjali Rao, a 16-year-old scientist, inventor and activist, interviewing Aisha, Vera and Jasmine discussing how they and their teams use STEM in the production of ‘The Walking Dead.’ Using before and after visuals, each piece highlights the unique and unexpected uses of STEM in the making of the series. In addition to being part of the larger Ad Council campaign, the spots will be available on ‘The Walking Dead’s’ social media platforms, including Facebook, Instagram, Twitter and YouTube pages, and across AMC Networks linear channels and digital platforms.
Said Kim Granito, EVP of AMC Networks Content Room: “We are thrilled to partner with the Ad Council to inspire young girls in STEM through the unexpected backdrop of ‘The Walking Dead.’ Over the last 11 years, this universe has been created by an array of insanely talented women that utilise STEM every day in their roles. This campaign will broaden perceptions of STEM beyond the stereotypes of lab coats and beakers, and hopefully inspire the next generation of talented women in STEM. Aisha Tyler, Vera Chow and Jasmine Garnet were a dream to work with and their shared enthusiasm for this mission is inspiring.”
“Careers in STEM are varied and can touch all aspects of our lives. We are proud to partner with AMC Networks Content Room on this latest work for the She Can STEM campaign. With it, we hope to inspire young girls, non-binary youth, and trans youth to recognize that their passion for STEM can impact countless industries – including the entertainment industry,” said Michelle Hillman, chief campaign development Officer, Ad Council.
Women make up nearly half of the total college-educated workforce in the US, but they only constitute 27% of the STEM workforce, according to the US Census Bureau. Research shows that many girls 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. She Can STEM aims to dismantle the intimidating perceived barrier of STEM fields by showing girls, non-binary youth, and trans youth how fun, messy, diverse and accessible STEM can be, encouraging them to dive in, no matter where they are in their STEM journey.
Since the launch of She Can STEM in September 2018, the campaign has been supported by a variety of corporate, non-profit and media partners. The current funder of the campaign is IF/THEN, an initiative of Lyda Hill Philanthropies. Non-profit partners include Black Girls Code, ChickTech, Girl Scouts of the USA, Girls Inc., Girls Who Code, National Centre for Women & Information Technology, The New York Academy of Sciences and Society of Women Engineers.