It’s an intriguing question and GE looks at what such a world would look like in one of its latest ads, highlighting accomplished physicist Mildred “Millie” Dresselhaus. The ad is part of GE’s campaign with a goal of having 20,000 women in STEM roles by the year 2020.
20,000 women in technical roles by 2020.
We're not just imagining a world where brilliant women are the stars–we're helping create it. pic.twitter.com/yNWduOgO3n
— General Electric (@generalelectric) February 8, 2017
GE is known for not sticking to any one particular medium in its advertising, but instead mixing up how and where it shares its many messages. That can be seen in their multi-channel approach with this particular video and how they support it with related messaging on other platforms like Instagram, tapping into the cultural norms of that particular platform to help spread their message (in this case, #WCW or “Woman Crush Wednesday”).
The unifying theme behind their experimentation is their brand voice and values— and those values are clearly stated in this particular campaign with its goal of supporting women in STEM. Remember, brands don’t always have to promote a particular product in a campaign, although that can be an easier approach to take when you’ve been around as long as GE has (125 years) and have the resources they do to experiment.
The key is always to think about how you can take a similar approach with your brand, no matter what resources you have.