A unique drive is encouraging girls to study science. But is its name,Pretty Curious, sly marketing or sexist stereotyping? The path towards equality in science, and technology,engineering and maths (Stem) is destined, it seems, and to be littered with cringe-inducing campaigns designed to appeal to women. The latest effort is from energy company EDF,which is encouraging girls to pursue further study and careers in these traditionally male-dominated fields with a campaign called Pretty Curious. Perhaps unsurprisingly, it has attracted criticism for its seemingly stereotypical view of female scientists.
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Source: theguardian.com