“Girls aren’t as skilled in math as boys.” – still a widely held stereotype and reason resulting in a lack of female engineers. At an early school age math is the crucial link between girls and the later engineer profession. usic, the Swiss Association of Consulting Engineers, wanted to raise awareness of this problem. To get people talking about about math and girls we invented the fake company Math Dealer: an online service where girls solve boys’ math homework for money.
We advertised Math Dealer on posters and flyers and people started to register on math-dealer.ch. On Social Media people started talking about it and the press got wind of it. We answered press inquiries as Math Dealer and also sent letters with Math Dealer posters to primary schools to keep the debate going. Eventually usic revealed via media and an e-mail to all registered persons that they were behind the campaign.
Letter to schools