The EU (the Commision) has launched a project "Science. It's a girl thing." With a webpage: http://science-girl-thing.eu/ which is not bad at all - there are roll models and all that.
I may find it a bit too pink and also the fact that the "Science it's a girl thing" is written with a lipstick, which then forms the "i" in Science may put some people off.
But then again, I am already a scientist, so I am not the intended viewer (young women age 13-18 are the target).
However, there has been a lot of controversy about a video made to launch the campaign. It has now been taken off the website, but it is of course still available on the vast internet. Here, for instance: http://www.youtube.com/watch?v=g032MPrSjFA
I find it sexist, stupid, stereotyping and many other things. For example, the male scientist (obviously, he has glasses and a microscope), who is then distracted by girls in stiletto heels.
I am very pleased that they took it off the webpage, but I am wondering who got the idea for it in the first place. And how they convinced each other, that this would be a good idea.
I am in favour of humour in such campaigns, of challenging the stereotypes and so forth, but I think they miss the mark completely.
Here is a very good reply by Meghan Gray, Astronomer at the University of Nottingham http://www.youtube.com/watch?feature=endscreen&NR=1&v=x3eZQHwGQE0
Here is another reason for not liking it. There has been an experiment which seems to say, that a video like that will alienate both girls who were interested in science and those who were not http://www.newscientist.com/blogs/shortsharpscience/2012/06/overtly-femi...
What do you think ? The video is of course not on the EC website anymore, but it is still worth a discussion. How do we get attention and good PR without overdoing it. And is it even overdoing it?