Pablo Mayoral
Creative Director at GettingBetter
Alicante, Spain
Title#NoMoreMatildas (Case Study)
Agency
Campaign #NoMoreMatildas
Advertiser Association of Women Researchers and Technologists (AMIT)
Brand AMIT
Date of First Broadcast/Publication 2021 / 3
Business Sector Charities, Foundations, Volunteers
Philosophy The campaign consisted of denouncing the Matilda Effect (the historical prejudice that has ignored many brilliant women scientists throughout history). We created alternative biographies of great women scientists in case they were born female, and also an annex with the lives of some brilliant women scientists ignored throughout history, so that students and teachers could hack their textbooks as a way of vindication. With more than 50,000 downloads in educational centres, Spanish society turned the campaign into a social movement. Even Pedro Sánchez, the president of the government took a stand in favour of the "Matildas" and members of his executive, such as the vice-president Carmen Calvo, the science minister Pedro Duque and the education minister Isabel Celaá, agreed to present the campaign in the European Parliament, where MEPs of all political persuasions joined the movement. And the best part: the campaign culminated with the official announcement by textbook publishers to take advantage of the implementation of the new education law to include the "Matildas" in their next editions.
Media Type Case Study
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More Information https://www.nomorematildas.com
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