Science: It’s A Girl Thing

The European Commission produced this video, which has since been set to private, encouraging more women to pursue careers in science. The reason it was set to private?

Yeah, unfortunately it ended up causing quite the backlash since it practically reinforces the notion that women have to be sexy and fashionable to attract the attention of men in the laboratory. Judge for yourself, by watching a mirror of the ad above.

The disappointing thing is, the video runs counter to the campaign’s honest efforts on both YouTube and its website to attract women to science. Compare the video above with this profile of Iris Slootheer, a 21-year-old, fourth year student of Applied Physics.

Oddly, the add everyone hates so much was only made because focus groups told the EU the video “speaks the language” of teenage girls. Apparently not.

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