Nevertheless Diversity Brand
What’s the background?
Pearson wanted to be seen as an employer of choice for female STEM graduates, changing their brand positioning from ‘100-year-old traditional publisher in education’ to ‘modern edtech company’.
What was the solution?
We built a platform for less-heard voices in STEM to engage in conversations about the challenges they face today and in the future, called Nevertheless, taking inspiration from the popular feminist expression ‘Nevertheless, she persisted.’ Nevertheless as a platform had a podcast at the heart, but through hosting live events, producing resources for teachers and parents, and offering a space for people to tell their own stories Nevertheless connected with new audiences in remarkable ways. By offering all our content free to use under a Creative Commons Licence the audio found its way into third party apps, and the artwork appeared on the walls of schools, museums and bedrooms all around the world. We talk a lot about turning audiences into fans; our beautiful STEM role model posters, were not only free resources for schools and museums around the world – they became a piece of collectable culture that fans shared and remixed.
What was the impact?
Over 1 million posters downloaded, a platform for less-heard voices developed, and a huge increase in engagement with the target audience.