Shell aimed to showcase its commitment to a gender-balanced future in engineering.

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We found that female engineers had a strong presence on platforms like Reddit, where they openly share their experiences. We used this insight to highlight these real-life stories and demonstrate Shell's recognition of the challenges women face in the field.

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By leveraging MEME culture, we created engaging video content that resonated with the audience, spotlighting these micro-aggressions and Shell’s efforts to drive change in the industry.

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The campaign’s success allowed us to create additional content that further amplified the message.