One of the four inspiring keynote presented during the VISITBRUSSELS Week. Melissa tells us about how to create a strong message that bring people together!

1. greenlight for girls
around the world
2012

2. Let’s find the science in
this daisy.
Not content to just watch flowers dance in the breeze, Harvard physicists have
recently described for the first time how flowers generate the forces needed to
curl open come springtime.
www.greenlightforgirls.org

3. Don’t just stand there, do
something!
∞It started with one e‐mail
Within 12 months, it became…
5 dedicated international Board Directors
500+ passionate volunteers
5 continents
1000+ curious greenlight girls
greenlight for girls, asbl is an international non‐
profit organisation headquartered in Brussels. Our
mission is to promote STEM to girls of all ages and
backgrounds.
www.greenlightforgirls.org

4. Why do we do
what we do?
∞Fuelled by passion, volunteer‐run
We all have one thing in common – to help girls
realise that their future
is full of possibilities
Greenlight girls of all ages
& backgrounds
Inspirational volunteers
Board members who drive
everything
Scientists, Engineers, Technologists
Mathematicians, plus much more
www.greenlightforgirls.org

5. What do we mean
“Science”?
∞ For us, science is about the world around us
∞ Science is everywhere.
∞ Science includes all areas (Science, Technology,
Engineering, Math = STEM)
∞ Science is discovery, curiosity, experiments,
future, exploration.
∞ Math and science are basic building blocks that
help to ensure a future full of possibilities….
www.greenlightforgirls.org

6. Why girls?
∞ Why not? The numbers paint us a picture and each
part of the world has different needs.
Self‐esteem drops – Once girls reach 15 years old, this
number drops to 55%.
Only 16% of students in engineering class are women.
Later, in a room of 25 engineers, only 3 will be women.
In Europe, only 30% of researchers are women. Less than
10% of young girls in Europe are considering to become a
scientist.
One in every three girls in the developing world is married
by the age of 18.
Resources: EngineeringDegree.net 2012, EC SheFigures 2009,
Sjoberg & Schreiner 2008, Plan UK 2012 www.greenlightforgirls.org

7. Turn business upside down
∞We started with no money, no funding, no
infrastructure… really nothing
You don’t need any of that
To show results
To set the vision & strategy
To run your business on
passion
www.greenlightforgirls.org

8. How do we engage others?
∞Just because we call it work doesn’t mean
we can’t have fun
This is especially true for
NGOs and even more true
for anything involving
volunteers
www.greenlightforgirls.org

9. We love stories… and so
do greenlight girls
∞To be innovative, find the interesting story
For g4g…
Why the daisy?
Story behind the
volunteers
Can robots dance?
www.greenlightforgirls.org

10. Get the message out and
send it again
∞ When you have little resources
and money, it’s time for
guerrilla marketing
For us, it means making the
most use out of:
A catchy name and brand
Word of mouth
Social Media
www.greenlightforgirls.org

11. Every moment is a learning
opportunity
∞ We don’t know everything but we do know that
we would like to 
We learn something
new every day
Culture and needs
Ways of doing business
Creative ideas
Our aim is to create a
sense of community
Local, National
International, Global
www.greenlightforgirls.org

12. What are the types of
things we do?
∞ Girl‐focused events
∞ Our signature event – a full day of science fun for
girls ages 11‐15 run by role model professionals
∞ Kid‐focused events
∞ School events (Levis & Water, g4g in the Classroom,
Dancing with Asimo, eSkills Week)
∞ Sister Schools & Science in our eyes
∞ Projects
∞ Global Scholarship Fund
∞ Science Library on the Move
www.greenlightforgirls.org

13. Behind the scenes….
∞ Our dedicated international Board of Directors
Melissa Rancourt, Chairman & Founder
Cheryl Miller, Director, EU & Technology Chair
Dr. Sarah Thomas, Ed.D., Director, Americas &
Education Chair
Joyce Lualaba, Director, Africa & Event and
Activities Chair
Dr. Chandana Bhattacharya, Ph.D., Director, Asia &
Gender Equity Chair
www.greenlightforgirls.org

14. 150 girls yell “I’m proud to
be a science geek!!”
∞Abcd
abcd
www.greenlightforgirls.org

15. greenlight for girls
Workshop for Visit Brussels
June 2012

16. geeks welcome 
∞Abcd
abcd
www.greenlightforgirls.org

17. Don’t just stand there,
let’s do something!
∞Our objectives for today:
To explore success with communication
The importance of a clear vision and message for an
association
The importance to bring people together around a
strong message
www.greenlightforgirls.org

18. What engages others?
∞ Something I care about
∞ Something fun
∞ Something that helps others
“My company can’t be creative. We are serious
professionals”
“We don’t have fun here. Our mission is
important”
www.greenlightforgirls.org

19. Assessing where we are
∞Two questions for you (or more )
Do you feel that your association has a clear
communication that effectively engages others?
Why or why not?
Can anyone in your organisation clearly describe
what you do? How about the members that you
serve? Who best engages others in your
network?
www.greenlightforgirls.org

20. Elements of
Communication
∞The hook
∞What gets someone’s attention?
∞What your organisation does
∞Why do I care?
∞How can I get them to care?
∞An interesting story
∞3 messages
 Your company pitch www.greenlightforgirls.org

21. Let’s start from the end
∞Start with the 3 messages
Write down the three most important things
that your association does
Share this with the person next to you
Let’s hear a few…
www.greenlightforgirls.org

22. Now to the middle
∞Why do members join your association?
∞Why do your employees work for your
association?
∞If your association didn’t exist, what would
be the impact?
Let’s share this among us.
How do you engage people?
www.greenlightforgirls.org

23. The hook and the story
∞If there was one picture/image/photo to
show what you do, what would that picture
be?
Can someone else come up with the creative
story for your association?
What can get someone’s attention?
www.greenlightforgirls.org

24. In 10 words…
∞Can you explain what your organisation is in
only 10 words?
What are these 10 words?
Share this with the person on the other side of
you
Do you understand what they do?
www.greenlightforgirls.org

25. Put it all together
greenlight for girls, asbl
We show that science and math is everywhere –
even in a daisy .
∞Hook We promote STEM to girls of all ages and
backgrounds.
∞What do you do Only 1 in 10 young girls in Europe is considering to
work in science.
∞Why do you do this Last week, a father contacted us to let us know that
our g4g event changed his little girl’s life – her
∞Story or example interest in school has increased dramatically, she is
more focused & she tells her parents all about
∞3 messages science every day (it’s driving them crazy )
We conduct girl‐focused events such as our
science‐fun days. We bring science in the
classrooms for all children. We conduct global
projects that help children around the world.
www.greenlightforgirls.org

26. An action plan
∞What can you do with this information?
Clear message, Figure out how this can be used
(one‐pager, website, presentation, marketing
materials)
Engaging images, Photos, images, videos –
determine what will convince others
Training, Develop others to be able to repeat
and engage others
Link to results, Identify specific strategic
objectives that links to communication
www.greenlightforgirls.org