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I decided to use the font 'Futura' for my video, it accurately represents the bold and serious statements made within the video. As it is easy to read and hard to miss, it will draw attention to the messages displayed on screen, arguably the most important part of the video. As I will be displaying statistics within the video it is crucial to capture the importance of these. Due to these reasons I found it quite easy to choose a good font for my project.

Example of 'Futura'

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The target audience should feel a hint of sadness at the beginning of the video, it should display the harsh realities of gender stereotyping even in todays era. They should feel slightly disappointed with how slowly women are progressing towards the field of STEM.

I would like the audience to feel shocked by the incredibly low statistics of women in STEM and also by how it is ingrained in our society that women are less able to do that.

I want to provide a serious tone to video, in doing that I will shoot it in a school classroom with a fairly bare background. It captures the idea of the video and also allows on more dialogue and less visuals.

The colours best convey the tone of the video, muted and serious. This will evoke the desired emotions from the audience. For contrast I will have a slight spotlight on the children I am interviewing, this will draw attention to the questions being answered.

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LEGO 1981, 'What it is is beautiful', Decorating and Craft Magazine, 1981 Lego Systems inc.

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'#MakeWhatsNext' Microsoft 2016, Make Whats Next Advertisement, Youtube, 21st Sep, viewed 1st April 2020, https://www.youtube.com/watch?v=tNqSzUdYazw

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Microsoft #MakeWhatsNext Ad (extended version)

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'Inspire Her' Verizon 2014, Inspire Her Advertisement, YouTube, 23rd June, viewed 1 April 2020, https://www.youtube.com/watch?v=yND9hDpPwYA

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Inspire Her Mind - Verizon Commercial 2014  (LEGENDADO)

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1. Prevention of smoking
2. Glamorisation of drugs
3. St Johns youth services
4. A movie suggestion website to recommend highly rated similar movies
5. Stop drink driving by having  breathalyser in car that prevents the car from starting
6. Stop whaling cause = Sea Shepard Conservation Society
7. Clothing stores that don't support fast fashion
8. Show the damage of social media on young girls self-esteem
9. Gender equality should be taught from a young age

10. Show the harms of enforcing strong gender roles on children (toys, clothes)

11. Stop the sexualisation of young girls through social media influencing
12. Undoing the notion of "sex sells" in advertising
13. Showing the truths of child labour in fast fashion
14. Showing the hardships of the lives of children in third world countries
15. Showing the importance of education for young women
16. Promoting women in STEM by encouraging that behaviour as children
17. Stop the spread of harmful viruses with hygiene practices
18. Enforcing proper sexual education in schools other than practicing abstinence
19. Tourism in Australia
20. An app that suggest healthier alternatives to the food you type in
21. Promoting women in sport by focusing on it at a young age.
22. An app that allows your flashlight to be turned into a laser pointer
23. Replaceable toothbrush heads
24. A website that sells monthly boxes of environmentally friendly products
25. An Instagram editing app that creates a cohesive theme for your page
26. Downloadable keyboards for fun text on your phone
27. Portable mini 3D printer
28. An attachable to laptop printer
29. Cereal box with multiple types of cereal
30. 2 minute noodles with a set of chopsticks and a range of flavour choices

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61. An app that shows you complimentary colours, for artists
62. A website that creates sketches out of your desired theme
63. An app that sets gifs as your laptop background
64. An app that analyses your mood and recommends ways to improve it
65. An  app that recommends products and methods for organising
66. A website that provides study tips from old scholars in your field
67. An over the phone therapist
68. A reward system for bringing trollies back to the bay
69. Self watering flower vase
70. A platform for politics to be discussed between young teens
71. Water bottle that makes all water drinkable
72. Instant tea maker
73. A salt water feature on your sink
74. Patterns for clothes making available online
75. A school system that teaches kids the basics of coding
76. Human Trafficking awareness
77. A way to connect with fans that enjoy the same things as you
78. Muesli bar that contains all necessary vitamins and minerals
79. An interactive art museum based on famous films
80. An app that allows you to test hairstyles and colours before committing to it

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The video will begin with little girl sitting in front of two dolls, one of male and one of female appearance. In an interview like fashion she will be asked a series of questions about the dolls including: Which one is smarter? Which one is stronger? Which one is a cook? Which one is a scientist? There will be statistics of the decrease in interest in these fields from females shown on the screen. After this there will be a brief message (the call to action) appearing on the screen describing the importance of breaking these stereotypes. Such as 'The change starts with you' or 'Stop telling her she can't' or 'She believed she could, so, she did' The tone of the video is serious and straight to the point. To to this I will use a rather monotone colour palette and bold text. With the assistance of key-lighting it will create a focus for the viewers eyes and help highlight the message.

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The mind map accurately displays different point of views that could be shown within the video. It discusses possible ways the same message can be portrayed in different scenarios. It helped me expand on my ideas and create a cohesive plan for my video whilst incorporating a range of perspectives.

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(Non-academic)

'#MakeWhatsNext' Microsoft 2016, Make Whats Next Advertisement, Youtube, 21st Sep, viewed 1st April 2020, https://www.youtube.com/watch?v=tNqSzUdYazw

I used this video to inspire the way in which girls think of themselves today and how my message is important to spread. It helped me gain insight into whether my message is an important issue that still needs to be shared. It reassured me that there is a need for call to actions on scenarios like this  and how I should display that towards an audience.

'Inspire Her' Verizon 2014, Inspire Her Advertisement, YouTube, 23rd June, viewed 1 April 2020, https://www.youtube.com/watch?v=yND9hDpPwYA

I used this video to help me understand what perspective I should approach my video from. It accurately showed my message in a different way to mine but still evoked the same emotions and ideas. The video is set in a fictional landscape with actors, to garner a more realistic feel to my video i've chosen to get genuine answers from children today.

LEGO 1981, 'What it is is beautiful', Decorating and Craft Magazine, 1981 Lego Systems inc.

I used this magazine ad to inspire my message from a different form of media. The ad has a limited amount of writing but still displays the message in a clear way. Although it was a different format to my video it still showed me possible ways I could display my ideas.

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31. A website that connects all streaming platforms for a higher monthly fee
32. A coffee stain remover for mugs
33. An instant heat up and wireless iron
34. A mini wireless iron
35. A free shipping subscription for online stores with a set yearly fee
36. An at home bagel maker
37. Makeup brush cleaner that dries as well as cleanses
38. Wardrobe app that chooses your outfits
39. Pills that clean your teeth
40. Keyless front door with automatic system
41. A Roomba but for cleaning baths and showers
42. A book thats pages can be attached and detached without tearing
43. Shower product that massages your shampoo into your hair
44. Food detector that signifies if there is an allergen in your food
45. Finger print sensitive compartments of a pantry or fridge
46. At home microdermabrasion kit
47. Make your own colour foundation brand
48. Gift cards that can be used on a range of online clothing stores
49. Automatic refill water jugs
50. Coffee capsule recycling bin in homes
51. App that allows people to trade goods rather than pay
52. A website that recommends costumes based on the searched letter
53. An app that allows people to trade battery percentage
54. A streaming platform limited to your preferred genre
55. A website that identifies plants and provides you information to care for them
56. A club that has themed dress up nights
57. Plush toy that needs care, similar to Tamagotchi
58. A television show that is choose your own story
59. A filter that needs proof of age before signing up for social media accounts
60. An App that lets you only discover underground artists

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(Academic)
Scholarly source one:
Reference: Casad, BJ & Petzel, ZW 2018, ‘Heart Rate Variability Moderates Challenge and Threat Reactivity to Sexism Among Women in STEM’, Social Psychology, vol. 49, no. 4, pp. 191–204.

Summary: This article explores the ways in which women react to sexism within the work place. Women in STEM majors participated in a mock interview in which the male interviewer made a sexist or neutral comment. Psychologist measured the heart rate and stress reactions to these comments in order to uncover whether women are conditioned to sexism within the workplace and begin to have less reactions to it.

Critique: The article was interesting and helped me gain a wider perspective into why there is less women within the stem fields. Although not directly related to my topic it still gave me an interesting insight into some scientific reasoning.

Scholarly source two:
Reference: Hart, J 2016, ‘Dissecting a Gendered Organization: Implications for Career Trajectories for Mid-Career Faculty Women in STEM’, The Journal of Higher Education, vol. 87, no. 5, pp. 605–634.

Summary: This article researches the workplace practices within which mid-career women faculty in  STEM carry out their careers. It explores the reasonings that prevent much progressing within the careers within different scenarios. Primarily focussing on leadership and promotions, it discusses that negative stereotypes prevent women from obtaining higher positions.

Critique: The article was very useful in gaining insight on the progression of women in STEM. It provided me with a range of point as to why women tend to steer clear of these fields. However, it did not discuss different perspectives on why stereotyping is harmful and how that later effects their discussions in school systems and job fields. It was useful yet more refined information would be beneficial for my intended message.

Scholarly source three:
Reference: Fisher, P & linkedin.com 2014, Women in STEM, linkedin.com, Carpenteria, CA.

Summary: This video explores reasons as to why women should join STEM jobs and how it is beneficial for the fast changing field of technology. It talks from the perspectives of STEM professionals and they give reasons as to why it is is important to be given these opportunities as a child.

Critique: The video was insightful however it lacked any statistics on the current workforce. It talked about the benefits without supporting evidence, almost feeling like a surface level promo video rather than an in-depth discussion. The points were valid and concise and allowed me to understand it from women working in the fields.

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Why is it important to have women in STEM?
When women are active in the tech industry there is a multitude of benefits for everybody included. The US Centre for Women in Technology states "-when women are included, tech companies are able to solve complex problems better and faster than homogenous groups do, and the presence of women is more likely to increase the collective intelligence of the group. "[1] By having more women in positions of power in this industry it makes for better depictions of women in the tech world, e.g less sexist images of women in gaming. This also means that the ICT industry would be able to create products more suited to women and not just the ‘female ideal’. As women are heavy users of technology, there is no reason for them not to be active in the creative process of it.

[1] National Center for Women & Information Technology. 2019. National Center for Women & Information Technology |. Available at: https://www.ncwit.org/. [Accessed 11 September 2019].

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Creative perspectives of my message "Importance of Women in STEM"

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Creative perspectives of my message "Importance of Women in STEM"

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1. Showing the benefits of having women in the STEM field - Talk to professionals in these fields and focus on a possible organisation - Is this a step in the right direction and why?

1. Example. Talk to industry professionals (all girls school principal, women currently in STEM etc.) on their opinions on why there is a lack of girls in STEM and how we are/should implement change in the right direction? - Look into organisations that promote this and understand their values and success rate.

2. Showing the harmful factors of current gender norms in toy and clothing etc. - How can we change this? - How can I reach a young target audience? (through toys and clothing etc.) but in a more empowering and forward thinking way.

2. Example. Interview young girls on how they currently view the world, eg. experiment with boy and girl doll asking questions relating to which one they find more intelligent, more friendly, a better cook, better at science etc. Then discuss why we think that at a young age and why it is harmful in todays social climate.

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The target audience would be young girls that are interested or unaware of the growing filed of STEM. The aim is to encourage them to protest gender bias by understanding and eventually joining the workforce. To do this I will show the potential of women in the fields by challenging the outdated stereotypes in a concise and clear way. This will include showing the harmful stereotypes associated with gender and then showing the harm of enforcing these as a young child. The aim of the video is to educate young girls and parents on why its important to let children reach their full potential. I will rely on mostly dialogue to explore these ideas, primarily focussing on simple language that translates to all age groups.

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-Focusing on dialogue rather than exaggerated visuals.

-Have a rather bland colour palette to set the serious tone of the video.

-Perform it in an interview style that highlights the message and focuses on the subject

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Colours have a strong influence on marketing and evoking emotions on an audience. When using colours strategically it is important to decipher whether they will conjure negative or positive emotions. The main colours chosen for my video will be, olive green, subdued purple and light pink tones. In terms of colour psychology they all have their own characteristics that will displayed throughout the video.

Olive Green- Strength of character, harmony, balance and hope.

Purple- Power, nobility, luxury, wisdom, and spirituality.

Light Pink- Intuitive and insightful, showing tenderness and kindness with empathy and sensitivity.

The desired effect of the video is the undertones of a serious message that represents the wisdom and caring nature of women. The audience should feel intrigued, educated and empowered after watching the video. The colour palette and message should translate that to the viewers.

Research on Colour Psychology- Oberlo. 2020. Color Psychology: How Color Meanings Affect You & Your Brand. Available at: https://au.oberlo.com/blog/color-psychology-color-meanings. Accessed 06 April 2020.

This website provided a clear outlook on each colour and how they evoke emotions, it discusses certain brands that use colours successfully and how to do that with your own branding.

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It is important to help young girls reach their potential and explore opportunities in fields of STEM.

Attention- I intend to capture the audiences attention by having the video set in a muted setting with just a spotlight on the child being interviewed. This will draw focus at the beginning and create intrigue on what will be asked within the video. I choose to not straight away display my message as it will keep the audience interested in what will happen next.

Interest- I'm going to create an unnatural setting, almost interview like that will strongly focus on my message. I feel this will correctly display the importance and seriousness of the video. Although this is not relatable to the target audience, it is able to educate people of all areas on my topic.

Desire- The feeling of an almost relaxed interview like fashion will be set within the first scenes of the video. Asking the child about their views on gender stereotyping in an easy to interpret manner. The scene should be serious but still display the nature of childhood innocence. The aim is not to criticise the child for their beliefs it is to show how there is still a backward mindset that is ingrained into society.

Action- After viewing the video the audience should feel saddened by the realities for women today. It should educate them on the fact that destroying stereotypes with make a child opportunities flourish. It should encapsulate the idea that although women have come far there is still a long way to go and it begins with them. In a clear bold font I will display the quote "She believed she could, so, She did."

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My initial thoughts on the subject is that it will provide me highly useful skills for working in all aspects of the creative industries. It will encourage me to attempt new things and expand on preexisting skills that will benefit me heavily in the future. The basis of the subject seems incredibly useful and quality knowledge to have in the current technologically advancing workforce.

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Strategies to counteract this gender bias?

How can we further improve the way in which women are viewed in the career of coding? There are many factors that need improvements that are not specific to ICT careers. A major influence to generate interest of women in ICT careers would be accurate role models. Employers must break the stereotype of people in these jobs being nerdy, antisocial men with poor hygiene practices. The ACS (Australian Computer Society) states “this type of image deters many women from pursuing IT careers. A good way is to identify successful women in leadership and use them as role models.”[1]

Examples are plentiful, including ANZ technology executive Maile Carnegie, Intelledox co-founder Michelle Melbourne, and Telstra Chair Catherine Livingstone. [2] Encouraging young women to undertake STEM subjects in school can be a large step to influence them towards these career paths in the future Another effective way to aid women to succeed in a male dominated industry, is mentoring and support programs. [3] These can be powerful tools for helping women achieve success in their IT careers. This however, should not be mistaken as supporting the argument of women not having the ability to perform, the programs are specified to give women the opportunity to have an outlet to aid them with furthering their careers. Mentoring would focus primarily on psychological support, it can be an effective strategy for fast-tracking the careers of high-performers.

[1] McKinsey & Company. 2019. Closing the gender gap for women in technology | McKinsey . Available at: https://www.mckinsey.com/industries/high-tech/our-insights/closing-the-tech-gender-gap-through-philanthropy-and-corporate-social-responsibility.

[2] The New Yorker. 2019. The Tech Industry’s Gender-Discrimination Problem | The New Yorker. Available at: https://www.newyorker.com/magazine/2017/11/20/the-tech-industrys-gender-discrimination-problem.

[3] Casad, BJ & Petzel, ZW 2018, ‘Heart Rate Variability Moderates Challenge and Threat Reactivity to Sexism Among Women in STEM’, Social Psychology, vol. 49, no. 4, pp. 191–204.