Winner: CA Technologies - Tech Girls Rock
Tech Girls Rock, an initiative created by CA Technologies and Boys & Girls Clubs of America (BGCA), encourages tween and teen girls to discover an interest in technology and consider tech-related educational opportunities and careers within information technology (IT) and all science, technology, engineering and math (STEM) related fields.
When the two organizations first launched the initiative in 2011, the goal was to reach 1,000 girls across the country. To date, Tech Girls Rock workshops have reached more than 1,500 young women.
Through this partnership, CA Technologies and BGCA take STEM education out of the textbooks and into real life, conducting workshops that feature technology focused activities designed to provide fun, hands-on experiences that will help develop critical thinking skills.
With the help of Hill+Knowlton Strategies, the team reached out to education and philanthropy reporters to help spread the message. In addition to distributing to specific philanthropic and education beat reporters, the team sent out media alerts and pitched the events to local television stations, daily newspapers, community publications and relevant bloggers. Media were invited to take photos at the events, meet with the young girls to discuss their experiences and talk with CA Technologies and BGCA leaders about the lack of women in IT and how organizations can address this issue.
Radio partnerships resulted in more than 3.5 million on-air impressions, included visibility on station websites (more than 154,000 unique visitors), and social promotion through Facebook and Twitter.
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