Campaign aims to promote STEM careers

Elles bougent, an organization focused on encouraging young girls to pursue scientific, technical, and technological careers, has launched its first major public awareness campaign. The initiative seeks to challenge gender stereotypes that may discourage girls from entering these fields.

Fake movie trailer as campaign centerpiece

The campaign, titled L'Incroyable Réalité de Léa, was created by Humanfish Paris and takes the form of a fake movie trailer. This approach is intended to engage the public in a creative and thought-provoking way about the issues girls face in pursuing professional ambitions.

Premiere and cinema screenings

The trailer was produced by Sarah Jacquier for Kids and unveiled on October 21 at the Grand Rex in Paris. It is being shown in cinemas across five French cities from October 21 to October 30, including Paris, Lyon, Toulouse, Marseille, and Nice.

Multimedia outreach strategy

The campaign includes a poster campaign in Parisian train stations and is promoted on websites like AlloCiné and SensCritique. It also leverages social networks and content creators in the cinema space to reach a broader audience.

Television broadcast planned

A television broadcast of the campaign is scheduled from October 26 to November 1, with appearances on channels such as France 2, TF1, and a TNT channel, including during the second half of the evening on France 2.