Social media campaign to raise awareness among female students of excellence classes

In 2022, female students comprised 50.1% of the high school graduates from the five-unit track in mathematics. This marked a significant milestone after years of substantial efforts to reduce gender gaps, resulting in female students constituting a slight majority for the first time. This improvement was intentional, as many high achievers in the four-unit track were traditionally female students. The effort convinced them to take upon themselves the highly challenging five-unit track.

This improvement serves as a crucial proof point for a complementary effort in middle school. Despite female students choosing for the advanced mathematics track, they often avoid enrolling in excellence classes. These classes include applying mathematics in various contexts, including learning physics and computer science. Consequently, there is a majority of male students (70%) in the five-unit tracks of computer science and physics (60%) in high school. The combination of these tracks has been found to be a strong predictor for careers in high-tech, where women in Israel make up only 30%.

As part of an attempt to address this issue, we turned to Shavot, a nonprofit organization specializing in gender-sensitive educational programs. Established in 2018, this small nonprofit operates after school intervention programs in 130 schools, and an annual campaign that brings together 3,000 female volunteers to meet with 90,000 female students. During these meetings, students are exposed to female role models who share with them their professional experiences.

Shavot assesses that a significant reason for the reluctance of female students to choose studies in an excellence class, stems from low self-esteem and motivation. In a survey they conducted in 2021, only 10% of female teenagers indicated that they wish to work in high-tech in the future. On the other hand, in an updated (February 2024) survey, female teenagers reported they feel more confident and capable (60%), particularly since the high-profile participation of women as fighters in the war (72%).

To build on this new inclination, Shavot is proposing to create a media campaign targeting female students at the threshold of choosing a learning track in middle school. The heart of the campaign will be on the social media platforms TikTok and Instagram, and it will include ads with influencers and female role models. The goal is to reach 1.5 million exposures and increase awareness of the existence and importance of excellence classes. Designated surveys will be conducted before and after the campaign to evaluate its impact.

In addition, they suggest convening 10 extracurricular seminars for 1,200 sixth-grade female students. During these seminars, ahead of the registration for excellence classes, female executives from high-tech and science will inspire the students to pursue the excellence track. The excellence tracks will then be presented by teachers alongside female middle school students, and special workshops will be conducted to encourage selection. In each of these seminars, teachers and parents will receive guidance on how to encourage their daughters and students to choose the excellence track.

* The text above shows the grant as approved by the Foundation’s Board of Directors / Grant 571