Microsoft asks, 'Can you name a female inventor?'

For International Women's Day, tech giant and McCann launch yearlong multiplatform effort to encourage girls to pursue STEM ambitions

Microsoft is commemorating International Women's Day with a commercial and social media campaign that encourages girls to further their STEM education. In the first video by McCann Worldgroup’s m:united, young girls struggle to name a female inventor. Subsequent videos celebrate the inventions of Tabitha Babbit (the circular saw) and Ada Lovelace (the algorithm). A web site, www.MakeWhatsNext.com, provides resources to help girls further their STEM ambitions, including a patent program. Microsoft will also be at SXSW Interactive later this week to kick off a year-long initiative to connect young women with tech influencers.

The campaign, which rallies around the hashtag #Makewhatsnext, is an evolution of 2015’s Girls Do Science initiative.