IBM PROBABLY SHOULDN'T HAVE BOTHERED with its latest attempt to lure women because it has had the exact opposite effect.
The firm has handled its encouragement towards coding careers in a way that would make Satya Nadella exclaim, "Say Whaaaaaat?!". It has chosen to inspire women to pursue technology careers because of having nice hair.
"#HackAHairDryer is an experiment to reengineer misperceptions about women in tech, and to focus on what really matters in science-ideas! Get inspired and start your own inventive #HackAHairDryer project," enthuses IBM, in a what must have been a good idea at the time introduction to its promotional video.
The thing has its own #hackahairdryer hashtag, a video, and plenty of enthusiasm from IBM. Unfortunately for IBM, and the cause, the campaign has died in the real world.
Woman-kind has voiced its collective opinion across things like Twitter - which is coincidentally another company in which they are under represented - and upped the expectation stakes by explaining that they have better things to do than hack a hairdryer.
I leave hairdryer fixing to the men, I'm too busy making nanotech and treating cancer. https://t.co/fX7tDPsJXr— Upulie Divisekera (@upulie) December 7, 2015
IBM has ended the campaign because of the reaction. "The videos were part of a larger campaign to promote STEM careers. It missed the mark for some and we apologise," it said in a statement. "It is being discontinued."
To be fair to IBM, there is more to the campaign than just a hair dryer and an annoying video, there is a website too. There you can read about a number of successful women working at IBM in technology and celebrate their work. One lady, celebrated for the number of patents she has created, is represented with a headshot and an image of a diamond.
They're kind of cute though
No code? No problem!
The wide world of whimsy from the Alphabet Castle