MediaWorld relaunches its commitment to gender equality in tech with Tech is Woman and the new campaign created by Armando Testa.
Enrolment opens on 8th March for the new cycle of courses on STEM GirlsTech subjects, promoted by the new Armando Testa campaign. Airing from 5th March it is fighting to overcome stereotypes by inviting the public to take advantage of the training offer in the Tech is Woman programme.
MediaWorld reaffirms its commitment to social responsibility with the initiative Tech is Woman, which aims to encourage technological and digital inclusion, supporting the Girls Tech training project dedicated to young women. The new onmi-channel campaign created by the Armando Testa agency supporting the new cycle of STEM Girls Tech courses has been on air since 5th March. The objective? To overcome stereotypes and invite the young generations to follow in the footsteps of women who revolutionised the world of technology.
Female contribution has been fundamental to the development of lots of the technology that we use every day, but this is often forgotten. Without these pioneers, technology as we know it today would not exist. Giving visibility to these figures is essential to stimulate and inspire anew and cultivate future technological innovations to serve everyone.
The new omni-channel MediaWorld campaign, created in collaboration with the Armando Testa agency, challenges the stereotype portraying women as incapable of understanding technology, using a powerful visual metaphor. The TV ad, on air from 5th March, features a young couple trying to master a router. The guy, falling back on a stereotype, asks the girl if she needs help. She promptly reminds him that without women a great deal of the technology that we use today would not exist. At that point all the technological devices around them vanish, leaving the guy to face an undeniable fact: it’s also thanks to women’s commitment to STEM subjects that today we have wi-fi, fridges, computers and much more. The result is adirect and ironic campaign that conveys a clear message: technology needs women too.
The campaign is available at the following link: https://youtu.be/8Y7SugJu4Pw
“We are very happy to continue this positive collaboration with GirlsTech and, thanks to Armando Testa, with their particularly coherent and important campaign to give visibility to the training courses” declares Francesco Sodano, MediaWorld Marketing Director. As far as strategy and media planning is concerned, Sodano comments: “The essence of the new omni-channel media strategy lies in the synergy between traditional media and digital and consistency with the subject and the target of the campaign. Indeed, the combination of linear TV and connected TV, will reach the target and the values of the project in the same way, irrespective of the viewing habits regarding TV contents. If planning for linear TV concentrates on afternoon and evening slots with entertainment porgrammes and successful TV serials, for connected TV the platforms selected will be Disney+ e RaiPlay. At the same time the visibility of the contents produced at digital level too, will be increased with a video strategy which will be live until 21st March on the most strategic channels for this type of campaign: YouTube, Meta and TikTok”.
As well as TV, Connected TV and development on social channels, the campaign will be extended by The Jackal collective, who will produce a set of Instagram Stories and a TikTok video with a call to action (CTA) inviting users to discover and enrol in the MediaWorld and GirlsTech courses.
In addition, MediaWorld is launching the first episode of their new podcast “Il Tech delle 5“, (Tech of the 5)recorded at MediaWorld Studios, dealing with the themes of the gender gap in the technological field. Thepodcast was conceived by the agency BTREES, and features Greta Galli (populariser of STEM, IT student and teacher of robotics and coding) as the Main Host and Johnny Shock (young author, actor and creative well-known for his show “Diventare Grandi” (Grow UP) )as Co-Host. Together they will explore the latest technological developments as applied to current affairs, using a light-hearted and engaging tone. The guests on the first episode will be Antonella Arpa (in art Himorta) and Arianna Timeto, Marketing Manager Acer Italy, Greece & Malta and ambassador of “Women in Games”the most followed cosplayers in Europe, who by now are the reference points for the nerd/gaming community in Italy. All together they will talk about STEM, the gender gap in the gaming world too and their commitment to helping to reduce it, just as MediaWorld is doing with GirlsTech. The episode will be available on the main listening apps, on YouTube and it will be relaunched on MediaWorld’s social channels.
Get more information at: https://www.mediaworld.it/it/specials/tech-is-woman
Credits MediaWorld
Marketing Director: Francesco Sodano
Brand & ATL Media Department Head: Mauro Miccoli
Brand & Sponsorship Team Lead: Mattia Alberto De Marco
Brand Management Specialist: Erica Oltolini
ATL Media Senior Specialist: Luca Mondo
Digital Marketing Department Head: Davide Rossi
Digital Marketing Manager: Carmen D’Ambrosio
Content Marketing Department Head: Margherita Dongiovanni
Art Direction Manager: Fernando Conti
Off-line Content Manager: Andrea Petoletti
Social Media Specialist: Giulia Casiraghi
CRM & Loyalty Department Head: Matteo Scianni
Armando Testa Credits
Agency: Armando Testa Group
Executive Creative Direction:Georgia Ferraro, Nicola Cellemme
Creative team: Maria Meioli, Lorenzo Blangiardo
Account team: Emanuele Cicogna Mozzoni, Arianna Cipolloni, Adriana Delle Donne
Production and post production: Armando Testa Studios
Director: Luca Grafner
Media Planning Credits
Agency: STARCOM – media agency of the Publicis Group
CEO: Matteo Tarolli
Client Service Director: Benedetta Barbieri
Chief Digital and Strategy Officer: Giorgio Chiaramonte
Digital Lead: Grazia Bettinelli
Media Lead: Davide Marras
BTREES Credits:
Account Manager: Filippo Bondi
Project Manager: Stefania Ferrari
Creative Supervisor: Massimo Salso
Content Supervisor: Linda Botti
Copywriter: Davide De Capitani
Burson Press Office Contact for MediaWorld
Gioele Grisetti gioele.grisetti@bursonglobal.com
