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TietoEVRY: Fiction to Reality, 4

An extensive study published by the Geena Davis Institute on Gender in Media found that films and TV shows are still far more likely to show men in STEM roles, with over two thirds of STEM characters being men. But while this gender gap also exists in fictional computer professionals, it is nowhere nearly as bad as in real life. While representation is important and fictional examples are known to inspire real life career choices, it is also important to look at how women are represented in fiction. Films and TV shows often portray women in tech through well-worn stereotypes, which can create a skewed image of the industry and be off-putting for many girls and young women, who as a result are less likely to seek out STEM degrees and jobs. This is why TietoEVRY, a Nordic ICT-company, decided to launch a campaign that brings fiction into reality by breaking women out of these stereotypes and into the workplace. The campaign is a part of TietoEVRY’s efforts of achieving a 50/50 gender split in their workforce by 2030. The company has previously revisited its recruitment ads for biased language, increasing the number of female applicants by 32% in male-dominated jobs. They are also running a program of bias recognition training and identifying both male and female successors for leadership positions. The company will also increase development and mentoring initiatives for female leaders and expand the implementation of an anonymous gamified recruitment process. The Fiction to Reality campaign consists of three sets of ads that combine references to stereotypical female tech characters to real-life role models. The goal of the campaign is to draw attention to the lack of representation of women in the tech sector and the importance of relatable representation of female tech professionals. Creative partner behind the campaign is advertising agency TBWAHelsinki.
Credits Other credits

Markus Nieminen, Creative/Content Director

Iida Sarpaniemi, Designer

Joona Stedt, Account Manager

Katariina Ollari, Creative, Content

Saana Simander, Comms & PR Specialist

Paula Sonne, Head of Communications/PR

Ellen Lindbom, Junior Comms Specialist

Sofia Heinonen, Project Management Trainee

Sebastian Holm, Data & Insights Trainee

Emmi Paajanen, Communications Trainee

Sami Ainetdin, Production Coordinator

Anne-Maria Ylitapio, Wardrobe

Miika Kemppainen, Hair & Makeup

Flc, Photo Retouch

Grade One, Film Post Production

TietoEVRY, Client

Kia Haring, Head of Communications and Sustainability

Hanne Haapoja, Head of Group Customer Insight

Mari Tuokko, Communications Lead

Annika Uusikari, Communications Specialist

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