The LEGO Campaign That's Changing How Girls See Building

Key Concepts:

• Underrepresentation of Girls in Building: The perception that girls are not as good at building as boys.
• "She Built That" Campaign: LEGO's initiative to address the underrepresentation of girls in building.
• Empowerment as a Mechanism: Shifting from simply messaging empowerment to providing tangible tools and opportunities.
• Real-World Access: Providing physical and experiential opportunities for underrepresented audiences to engage with a brand's mission.
• Inclusion as an Experience: Making inclusion an active and participatory process rather than a passive message.

Main Topics and Key Points:

• The Problem: LEGO's research across 21 countries revealed that only 22% of girls perceive themselves as good builders, highlighting a significant issue of underrepresentation.
• LEGO's Solution: "She Built That" Campaign: LEGO launched the "She Built That" campaign to combat this perception and empower girls in building.
• Campaign Components: The campaign includes several key components:
  • Remix Music Video: A music video featuring mini-figure Run DMC to appeal to a younger audience and promote the message.
  • Creativity Workshops: Real-world workshops for girls aged 6 to 12 to provide hands-on building experience.
  • Interactive Game: An interactive game that allows kids to create their own music videos, fostering creativity and engagement.
  • Brick Plaques: Brick plaques celebrating women builders of London's famous landmarks, showcasing female role models in the field.
• Empowerment as a Mechanism: The campaign emphasizes that empowerment should not just be a message but a tangible experience. LEGO provides the tools, platform, and invitation for girls to build.
• Importance of Real-World Access: Brands aiming to include underrepresented audiences should go beyond messaging and provide real-world access and opportunities.
• Inclusion as an Experience: Inclusion should be something people actively do and experience, making it more memorable and impactful.

Key Arguments and Perspectives:

• The video argues that simply sending a message of empowerment is insufficient. Brands must provide tangible tools, opportunities, and experiences to truly empower underrepresented audiences.
• The video emphasizes the importance of making inclusion an active and participatory process, rather than a passive message.

Notable Quotes:

• "Empowerment isn't just a message, it's a mechanism."
• "If your brand wants to include underrepresented audiences, don't just stop at the message. You've got to pair your mission with realworld access. Make inclusion something people do, not just something they hear about."

Technical Terms and Concepts:

• Underrepresentation: The insufficient representation of a particular group within a specific context.
• Empowerment: Giving someone the power or authority to do something.
• Real-World Access: Providing tangible and experiential opportunities for engagement.
• Inclusion: The practice or policy of providing equal access to opportunities and resources for people who might otherwise be excluded or marginalized.

Logical Connections:

The video begins by identifying the problem of underrepresentation of girls in building. It then presents LEGO's "She Built That" campaign as a solution. The video emphasizes the importance of shifting from messaging to providing tangible tools and experiences. It concludes by arguing that brands should prioritize real-world access and make inclusion an active process.

Synthesis/Conclusion:

The LEGO "She Built That" campaign serves as a model for brands seeking to include underrepresented audiences. By providing tangible tools, real-world experiences, and celebrating female role models, LEGO is actively empowering girls in building. The key takeaway is that brands must go beyond messaging and provide real-world access to make inclusion an active and memorable experience.