The Ad Council’s She Can STEM campaign partnered with Downtown Records Recording Artist Ruth B for a virtual concert in Minecraft. The campaign’s mission is to encourage girls to use their STEM – science, technology, engineering, and math – skills to help build the concert world within Minecraft ahead of the virtual event.
Girls were able to start building this virtual world on September 12, with the chance for their creations to be featured during the show hosted on September 19. The virtual concert was live-streamed from the She Can STEM YouTube Channel.
In anticipation of the show, Ruth said, “I am excited and honored because empowering young women is something that I always wanted to incorporate into my music. This is such a fun and innovative way to do exactly that, and I feel that a virtual concert in Minecraft is an ingenious way to do this.”
According to the U.S. Department of Commerce, women make up half of the college-educated workforce in the United States, but only make up 25% of the STEM workforce. Research shows that many girls lose interest in STEM as early as middle school and this continues throughout high school and college. Thus, leading to an underrepresentation of women in STEM careers. She Can STEM shows that STEM can be fun, accessible, and for everyone.