Inspiring young girls to pursue their STEM dreams
The Philippines ranks 16th globally in gender equality, reflecting the smallest gender gap in Asia. However, only 36% of STEM graduates are women, and just 46.2% of them work in STEM fields, highlighting ongoing challenges for young female learners. Pinays Can STEM is dedicated to empowering young Filipinas to pursue STEM careers while inspiring women worldwide.
The term "Pinay" refers to a Filipino woman, reinforcing our focus on female empowerment in STEM.
CLIENT
Unilab Foundation, UL Skin Sciences, Inc.,
Philippine Commission on Women
DURATION
July 2020-December 2023
ROLE
Project Lead, Research, Communications Strategy, Design Strategy, Product Design, Branding
IMPACT AREA
Gender Inclusivity in Science and Technology
Inspiring the Next Generation of Filipinas in STEM
Pinays Can STEM is an online community designed to inspire and empower young Filipinas to pursue careers in science, technology, engineering, and mathematics (STEM). The initiative shares real-life stories of Filipinas excelling in STEM fields to challenge gender stereotypes, overcome barriers, and showcase the impact of diverse representation.
Through focus groups and interviews with women in STEM, we identified several key challenges faced by Filipinas: a male-dominated education system, a lack of support, gender biases, and the global digital divide. These obstacles often deter young women from pursuing STEM careers.
Problem Statement
Despite a growing presence of women in STEM in the Philippines, systemic issues like gender stereotypes, insufficient support, and the digital divide prevent many from pursuing and succeeding in these fields.
Key Insight
How might we encourage more young Filipinas to pursue STEM careers by providing accessible resources, showcasing role models, and addressing barriers through storytelling?
In response to these barriers, we launched Pinays Can STEM, an online community designed to showcase the stories of successful Filipinas in STEM.
Originally envisioned as a series of in-person career caravans and workshops, the campaign pivoted to a digital format due to the pandemic, featuring articles, videos, and social media content to connect with a broader audience.
Pinays Can STEM targets junior to senior high school students (15-18 years old), a pivotal stage for career decisions, as well as young professionals currently working in STEM fields.
Leading the team, we developed an engaging content strategy driven by empathy mapping, ensuring our content resonated with our audience’s needs and aspirations. We focused on celebrating skills, challenging gender biases, and making STEM feel more accessible. This was structured around three main phases: Educate, Inspire, Advocate.
STRATEGY
To extend the campaign’s reach, we partnered with the Philippine Commission on Women to create a digital toolkit for students. This resource includes inspiring stories, STEM career advice, and a guide for teachers to foster greater participation in STEM.
Partnerships and Expansion
CONTENTS
Within a year, the campaign attracted over 2,000 followers and reached over a million people online. Pinays Can STEM has become a platform for women in STEM to share their stories, create community, and advocate for greater diversity in the field.
Impact
For continued growth, we recommend forging stronger partnerships with schools, creating internship and scholarship opportunities through industry connections, and expanding mentorship programs. Including local languages and showcasing even more diverse stories will ensure broader inclusivity and attract a wider audience of young Filipinas interested in STEM.