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公式動画＆関連する動画 [The LEGO Campaign That's Changing How Girls See Building]
How LEGO Used Research and RUN DMC to Crush Gender Stereotypes
LEGO's "She Built That" campaign tackles a harsh reality: only 22% of girls see themselves as "good builders" according to research across 21 countries.
THE CAMPAIGN:
RUN DMC remix music video + interactive game + creativity workshops for girls 6-12, all designed to boost confidence in building.
THE PROBLEM: Most parents and children still associate building with boys, creating confidence gaps for girls.
THE STRATEGY:
Use research to identify barriers
Combine pop culture with purpose-driven storytelling
Create hands-on experiences, not just messaging
Make empowerment tangible and culturally resonant
THE LESSON: Challenge stereotypes in your industry by spotlighting diverse voices and creating interactive opportunities for underrepresented groups.
This shows how brands can spark real change by making inclusion a core part of their story, backed by data and delivered through engaging experiences.
FRAMEWORK FOR BUSINESS: Don't just talk about inclusion - actively foster it through workshops, games, or community recognition.
What stereotype in your industry needs challenging?
#LEGO #GenderEquality #InclusiveMarketing #PurposeDriven #BrandStrategy #MarketingEducation
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