The initiative is aimed at addressing under-representation of women in science, technology, engineering and maths (STEM). Working with local schools to encourage participation, Pretty Curious Studio consists of four events and is being run by agency Sense. The four half-day sessions will see up to 1,600 girls take part.
The Pretty Curious Studio invites girls to see the latest technologies and invent a smart gadget. The pop-up inflatable dome, which can welcome 100 children per session, is designed to appeal to young girls, and features several working areas where different groups can engage with a variety of activities at the same time.
Hilary Walkman, advertising and sponsorship manager at EDF Energy, said: "As a large energy company reliant on a variety of STEM skills, it’s critical EDF Energy recruits from a diverse talent pool, so we can meet our ambitions to continually innovate and deliver a low carbon energy future. Just one in seven people working in STEM today in the UK is a woman and we know many girls disregard science subjects by the time they are 16, so we launched the Pretty Curious programme in 2015 to help address the problem."
Walkman added that Sense's strategy stood out because it genuinely understood the interests of the target audience and how EDF Energy could bring their world to life in a way that was relevant to STEM.
Sense account director Lynsey Horsfield said: "The key to our approach was to understand that young girls do like science, but they drop out of it because science is not giving them aspirational role models they can relate to. Our Pretty Curious Studio will frame STEM in a creative context to refresh the stereotypical image associated with science and bring it closer to girls. We’ll be playfully showing the tech behind social media, solving everyday challenges in the home, exploring virtual reality and more. The girls will develop new skills and meet inspirational STEM role models in a fun and exciting setting."
The Pretty Curious Studio visited Bristol on the 9 and 10 November and is in Ipswich this week (15 and 16 November), before heading to Croydon on 22 and 23 November and making a final stop in Edinburgh on the 29 and 30 November.
EDF Energy's previous activations have included showcasing 'the magic of electricity' at the London 2012 Olympic Games.
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