#Afrovisibility in STEM
2021 Campaign
The focus of our 2021 campaign is to highlight black women working and studying in science, technology, engineering and maths (STEM).
Women in general are highly underrepresented in this field and even more so are black women, which means the likelihood of seeing a black woman with natural hair in STEM is even less likely.
The aim is to show that natural hair can and is professional and can belong in the professional workplace and in such an important industry. To promote inclusivity, we are challenging people's perception of what a STEM individual looks like and moreover a female one.
According to statistics UK is losing £1.5 Billion because of STEM shortage (source: teachfirst.org.uk/steminism). Yet veryfew girls are studying STEM subjects beyond GCSEs.
Studies reveals that structural racism, sexism and race-gender bias are salient in the Women's STEM settings. These experiences are sources of strain, which women deal with in ways that demonstrate both resilience and trauma. (source: Ebony O McGee & Lydia Bently (2017) The Troubled Success of Black Women in STEM, cognition and Instruction.
“IF WE ARE TO ENJOY NEW DISCOVERIES IN THE FIELD OF SCIENCE,
TECHNOLOGY, ENGINEERING AND MATHEMATICS, WE NEED TO
ENCOURAGE MORE BLACK FEMALE TALENT, BUT HOW DO WE ATTRACT
THEM WHEN THE FACE OF SCIENCE REMAINS UNCHANGED?
THE IDEATHAT BLACK WOMEN’S NATURAL, TEXTURED HAIR IS UNPROFESSIONAL IS BASED ON THE NARROW AND REDUNDANT IDEA OF WHO BELONGS TO THE WORKPLACE.
THE AIM OF AFROVISIBILITY IN STEM IS TO CHALLENGE WHAT PEOPLE PICTURE IN THEIR MINDS WHEN THEY THINK OF A SCIENTIST OR MATHEMATICIAN OR ANY PROFESSIONAL PERSON.
THISIS WHY IT IS VERY IMPORTANT, ESPECIALLY IF WE WANT TO WITNESS
PROGRESS, TO DROP THE IDEA OF REQUIRING PEOPLE TO FIT IN AND
INSTEAD CREATE WORKPLACES ROBUST ENOUGH TO
ENCOURAGE TRUE BELONGING”
Standing out.
In order to emphasis the idea that anyone can work in STEM and there shouldn't be a particular look, we have paired our STEM ladies with winners of our Afrovisibility audition. Can you tell who the scientist is? We will let you know but not right now!
So next time you have to picture a scientist, you picture anyone.
Behind the Scenes
The Creative Team
Project Embrace
Founding Company
Project Embrace aims to be a creditable voice within the beauty and media industry. Tackling the issues of inclusion and diversity from an afro hair standpoint and working with brands to understand the community which it seeks to reach.
VINE Creatives
Art Direction
VINE Creatives, a visual communications and brand strategy agency aimed at working with businesses and companies headed up by the African diaspora. Having access to a wealth of creatives from the community as well as experience working with brands such as Sony, Amazon, Barclays.
