Client: Bitz and Bob (Cbeebies) Date: 11 March 2018
148 pieces of coverage
1,430,000 coverage views
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.
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.
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.