METSy is a social campaign aimed at breaking gender stereotypes that hinder women's success in STEM fields (Science, Technology, Engineering, Mathematics). The campaign features an interactive doll whose statements were generated by artificial intelligence based on internet content about raising girls and women's predispositions. These include messages that shape girls' personalities and self-esteem from childhood, influencing their life choices. METSy was designed from scratch and printed in an innovative Mimaki 3D printer.
The problem: Only 35% of students at Polish technical universities are women, and in fields such as automation and industrial robotics, women's participation is less than 5%. Research among young women indicates a crisis of confidence in their own abilities and a lack of enthusiasm for new technologies is usually observed in the early stages of adolescence (10 - 13 years). This is because, from the earliest years, girls encounter stereotypes that lower their interest in STEM professions, which in turn translates into fewer female students at technical universities. Moreover, experts point out that stereotyped communication negatively affects children's psyche, disturbs their sense of self-worth, and builds pressure related to image, self-esteem, and the need for acceptance.
The campaign consisted of two stages. In the first stage, the METSy doll was sent to popular parenting influencers, who, surprised by the content it expressed, published their comments online. The topic sparked discussion among the communities gathered around the influencers, including parents and teachers. The message was further reinforced by a video, modelled on typical children's toy advertisements. In the second stage, on February 11th, International Day of Women and Girls in Science, information revealing the campaign, featuring METSy and the source of her statements, was published. It turned out that the doll could be reprogrammed to its opposite, STEMmy, whose statements, prepared in collaboration with psychologists and educators, encourage girls to develop in STEM fields. Reprogramming involved solving a simple programming task with the child on the website and activating a button on the doll.
The campaign raised awareness of the issue, but also encouraged parents to invite IT Girls to perform IT workshops at their child’s school.
Cooperation: Michał Pawłowski, Paweł Nowak, Krzysztof Nienałtowski, Sylwia Praga, Shootme Studio, Signis and others. Created at Accenture Song
