Challenge

The Women in Tech team at Aviva wanted to raise their profile as a top employer of female digital talent. So the question was: how do we convince women that Aviva is the perfect place to build a rewarding career in tech? And how do we make them trust and believe that, at Aviva, they’ll be offered real choice (and real opportunities) to succeed?

Our answer: by bringing to life how Aviva is a true champion of women in tech.

Solution
According to PwC, only 15% of tech roles in the UK are filled by women. The fact is, from a young age, most women aren’t encouraged to pursue careers in STEM. To highlight this, we decided to conduct a social experiment.

We invited five girls aged 6-8 into a film studio with two rooms. One room was filled with dolls, tiaras, stickers, make-up and a toy oven. In short, everything society tells us is traditionally ‘feminine’. The other room was kitted out with the latest tech: coding games, VR headsets, projected holograms, robots and more. All items which society tells us are traditionally ‘masculine’. The girls were invited to play in both rooms.

After each room, the girls answered a series of questions, completely unscripted. What did their responses reveal? That exposure and encouragement mean everything. If women are given the right kind of exposure to careers in tech, they won’t necessarily move into tech – but at least they’ll know it’s a choice.