PR Case Study: Science World Girls and STEAM Summit — A PR Agency that acts like your in-house partner with an outsider's perspective

Keynote speaker Moronke Harris holding a shell in promotional photography for Girls and STEAM

The majority of jobs in the future will require STEM proficiency yet, women remain underrepresented in STEM careers in Canada, with less than a quarter of STEM jobs held by women today. This gender disparity has far-reaching implications for both individuals and society as STEM occupations are generally associated with higher pay and contribute to the development of new technology.

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Photo Credit: Science World, Maxine Bulloch

Science World’s annual Girls and STEAM (science, tech, engineering, arts & design and math) Summit, a day where 300 girls aged 12-14 descend on the iconic dome, inspires, mentors and introduces them to potential careers.

Tasked with leading the PR efforts of the 7th annual event, our team took a multi-prong media approach to raise awareness of this initiative. The push began with a news wire release across British Columbia, supported by a custom 1:1 pitch development and outreach to strategic contacts, leveraging keynote speaker, Moronke Harris. This resulted in pre-coverage, including Vancouver Sun, which was syndicated across Canada, CBC, CKNW and an authored article in Vancouver Tech Journal.

On the day of the event, working in conjunction with Leep Ads, we saw media attendance from Global News, CBC, Sing Tao, Xin Hua and Fairchild TV. Our team also supported on social media promotion on the day of the event, sharing story highlights and a reel recapping the day.

This year's media campaign yielded a staggering 119,271,011 media impressions, successfully elevating the profile of the Girls and STEAM initiative and its sponsors. This media coverage also cultivated a positive public image and reinforced the importance of STEAM education for girls.