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One of the four inspiring keynote presented during the VISITBRUSSELS Week. Melissa tells us about how to create a strong message that bring people together!
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greenlight for girlsaround the world
2012
Let’s find the science in this daisy.
www.greenlightforgirls.org
Not content to just watch flowers dance in the breeze, Harvard physicists have recently described for the first time how flowers generate the forces needed to curl open come springtime.
Don’t just stand there, do something!
∞ It started with one e‐mailWithin 12 months, it became…5 dedicated international Board Directors500+ passionate volunteers5 continents1000+ curious greenlight girls
www.greenlightforgirls.org
greenlight for girls, asbl is an international non‐profit organisation headquartered in Brussels. Our mission is to promote STEM to girls of all ages and backgrounds.
Why do we do what we do?
∞Fuelled by passion, volunteer‐runWe all have one thing in common – to help girls realise that their future is full of possibilitiesGreenlight girls of all ages & backgroundsInspirational volunteersBoard members who drive everythingScientists, Engineers, TechnologistsMathematicians, plus much more
www.greenlightforgirls.org
What do we mean “Science”?
∞For us, science is about the world around us∞Science is everywhere.∞Science includes all areas (Science, Technology, Engineering, Math = STEM)
∞Science is discovery, curiosity, experiments, future, exploration.
∞Math and science are basic building blocks that help to ensure a future full of possibilities….
www.greenlightforgirls.org
Why girls?
∞Why not? The numbers paint us a picture and each part of the world has different needs.Self‐esteem drops – Once girls reach 15 years old, this
number drops to 55%.Only 16% of students in engineering class are women.
Later, in a room of 25 engineers, only 3 will be women.In Europe, only 30% of researchers are women. Less than
10% of young girls in Europe are considering to become a scientist.
One in every three girls in the developing world is married by the age of 18.
www.greenlightforgirls.orgResources: EngineeringDegree.net 2012, EC SheFigures 2009, Sjoberg & Schreiner 2008, Plan UK 2012
Turn business upside down
∞We started with no money, no funding, no infrastructure… really nothing You don’t need any of thatTo show resultsTo set the vision & strategyTo run your business on passion
www.greenlightforgirls.org
How do we engage others?
∞Just because we call it work doesn’t mean we can’t have funThis is especially true for NGOs and even more true for anything involving volunteers
www.greenlightforgirls.org
We love stories… and so do greenlight girls
∞To be innovative, find the interesting storyFor g4g…Why the daisy?Story behind the volunteersCan robots dance?
www.greenlightforgirls.org
Get the message out and send it again
∞When you have little resources and money, it’s time for guerrilla marketingFor us, it means making the most use out of:A catchy name and brandWord of mouthSocial Media
www.greenlightforgirls.org
Every moment is a learning opportunity
∞We don’t know everything but we do know that we would like to We learn something new every dayCulture and needsWays of doing businessCreative ideas
Our aim is to create a sense of communityLocal, NationalInternational, Global
www.greenlightforgirls.org
What are the types of things we do?
∞Girl‐focused events∞Our signature event – a full day of science fun for girls ages 11‐15 run by role model professionals
∞Kid‐focused events∞School events (Levis & Water, g4g in the Classroom, Dancing with Asimo, eSkills Week)
∞Sister Schools & Science in our eyes∞Projects
∞Global Scholarship Fund ∞Science Library on the Move
www.greenlightforgirls.org
Behind the scenes….
∞Our dedicated international Board of DirectorsMelissa Rancourt, Chairman & FounderCheryl Miller, Director, EU & Technology ChairDr. Sarah Thomas, Ed.D., Director, Americas & Education ChairJoyce Lualaba, Director, Africa & Event and Activities ChairDr. Chandana Bhattacharya, Ph.D., Director, Asia & Gender Equity Chair
www.greenlightforgirls.org
150 girls yell “I’m proud to be a science geek!!”
∞Abcdabcd
www.greenlightforgirls.org
greenlight for girlsWorkshop for Visit Brussels
June 2012
geeks welcome
∞Abcdabcd
www.greenlightforgirls.org
Don’t just stand there, let’s do something!
∞Our objectives for today:To explore success with communicationThe importance of a clear vision and message for an associationThe importance to bring people together around a strong message
www.greenlightforgirls.org
What engages others?
∞Something I care about∞Something fun∞Something that helps others
“My company can’t be creative. We are serious professionals”“We don’t have fun here. Our mission is important”
www.greenlightforgirls.org
Assessing where we are
∞Two questions for you (or more )Do you feel that your association has a clear communication that effectively engages others?Why or why not?
Can anyone in your organisation clearly describe what you do? How about the members that you serve? Who best engages others in your network?
www.greenlightforgirls.org
Elements of Communication
∞The hook∞What gets someone’s attention?
∞What your organisation does∞Why do I care?
∞How can I get them to care?
∞An interesting story∞3 messages Your company pitch
www.greenlightforgirls.org
Let’s start from the end
∞Start with the 3 messagesWrite down the three most important things that your association doesShare this with the person next to youLet’s hear a few…
www.greenlightforgirls.org
Now to the middle
∞Why do members join your association? ∞Why do your employees work for your association?
∞ If your association didn’t exist, what would be the impact?Let’s share this among us.How do you engage people?
www.greenlightforgirls.org
The hook and the story
∞ If there was one picture/image/photo to show what you do, what would that picture be?Can someone else come up with the creative story for your association?What can get someone’s attention?
www.greenlightforgirls.org
In 10 words…
∞Can you explain what your organisation is in only 10 words?What are these 10 words?Share this with the person on the other side of youDo you understand what they do?
www.greenlightforgirls.org
Put it all together
∞Hook∞What do you do∞Why do you do this∞Story or example∞3 messages
www.greenlightforgirls.org
greenlight for girls, asblWe show that science and math is everywhere –even in a daisy .We promote STEM to girls of all ages and backgrounds.Only 1 in 10 young girls in Europe is considering to work in science.Last week, a father contacted us to let us know that our g4g event changed his little girl’s life – her interest in school has increased dramatically, she is more focused & she tells her parents all about science every day (it’s driving them crazy )We conduct girl‐focused events such as our science‐fun days. We bring science in the classrooms for all children. We conduct global projects that help children around the world.
An action plan
∞What can you do with this information?Clear message, Figure out how this can be used (one‐pager, website, presentation, marketing materials)Engaging images, Photos, images, videos –determine what will convince othersTraining, Develop others to be able to repeat and engage othersLink to results, Identify specific strategic objectives that links to communication
www.greenlightforgirls.org