0207 138 3041
Content. Covered.

Gender Stereotypes In Schoolchildren

Bitz and Bob

Services

Details

Client: Bitz and Bob (Cbeebies)
Date: 11 March  2018

Results

148 pieces of coverage
1,430,000 coverage views
65,000Video Views

Project overview

The Brief

Cbeebies needed research to supplement a story angle that highlighted the severe lack of female engineers – increasing exposure of their latest kids TV show ‘Bitz and Bob’, which is the first show to promote engineering to a pre-school audience using a female lead. The news copy also needed to encourage parents to become more actively involved in supporting girls in STEM.

The Idea

Our specialist Broadcast Team produced a video exploring primary school children’s attitude towards different careers, asking them what they imagined a ballerina, bus driver, engineer and more looked like before introducing them to real people in these professions. In doing so we were able to highlight how early in their development kids start to form opinions on what career paths are open to their gender. 

The Results

We  surveyed 1000 boys and girls aged 4-8 and our Design Team produced an infographic to further drive home Cbeebies key messages, landing 148 pieces of coverage including digital publications such as Yahoo News UK, The Independent, UniLAD and The Daily Mirror and a wide array of regional sites.

2725ad41-09d8-4784-8eee-59acbe8e5dd4_1521215931_screenshot
RH0dDXzHR6eGuqAoJCGc_Bitz_and_bob_Metro_p._19
561ae1d8-69b6-4a3a-af4a-3910b2e930ab_1521216419_screenshot
d7672e6f-c2f9-41a1-ac07-3cab3f2dfcb2_1521216585_screenshot
c5e46423-6f75-4f93-a6eb-0d2a60b77f54_1521216486_screenshot
c930fcb6-65d7-4bc6-a65c-4ee3f389ec8f_1521215923_screenshot
c4c7e691-33f1-469f-bc10-359dc28af7f8_1521215918_screenshot
7a175d66-9ce6-48a6-8d64-b7c8b2d38a82_1521215966_screenshot
574e62a1-7f83-4d5a-b95f-8fab2e97cf5d_1521216636_screenshot
iaerHOkQ5aqmLhdSYgR8_SWSTEM_Daily_Telegraph_12-3-18_P8

Coverage

Digital Coverage

Yahoo! News UK
The Independent
The Daily Mirror 
UniLAD 

and more

Print Coverage

The Metro
The Daily Telegraph