Cannes Lions

GirlJams

MOJO SUPERMARKET, New York / GIRLS WHO CODE / 2024

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Overview

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OVERVIEW

Background

There's a massive gender gap in STEM, and Girls Who Code is on a mission to close it. But the biggest challenge is that girls don’t see themselves in tech. They think it's a boy’s club. And this disparity is continuing with the rise of AI. Which is a very scary notion. So our brief was to get girls interested in AI and show them its important role in the many things they care most about – like music! The short term objective was to get girls familiar with and experimenting with some AI tools in a creative and educational way. The long term objective was to create a shift in perception of what a career and future in tech and AI can actually look like.

Idea

Girls Who Code is committed to closing the gender gap in tech by engaging girls in ways that resonate with their diverse interests. Recognizing the pivotal role of AI in our future, we launched GirlJams. This interactive platform introduces girls to AI through music, empowering them to harness its creative power. Through their participation, girls not only learn to utilize AI, but also contribute to their own unique narratives, enriching AI training and development to foster inclusivity and ensure its unbiased development. The first-of-its kind experience introduced countless girls to the fundamentals of 3 major AI tools - ChatGPT, Stable Diffusion and Riffusion - and did so in a fun, engaging and meaningful way that empowers the next generation of female tech leaders.

Strategy

How do you get Gen Z girls interested in exploring the male-dominated world of AI? You tap into their interests, and show them the creative ways in which AI can play a positive and enriching role in their lives. And what better way to do that than through the storytelling of music? In a year where female musicians and songwriters dominated the world, Girls Who Code harnessed the moment, and invited girls to write and create their own unique songs using AI technologies with GirlJams. Embedding an AI 101 course into the immersive experience, we proved to girls everywhere that coding and culture are one in the same — that music, art and creativity can all play a role in AI.

Execution

GirlJams is an AI-powered experience that uses songwriting to show girls how AI works, and more importantly, to get them actively experimenting with it. It brings together three AI tools - ChatGPT, Stable Diffusion and Riffusion. Using ChatGPT, girls are guided to input a prompt for the subject matter of their song as well as the genre, style, and feel (e.g. Hip Hop, Pop). ChatGPT then uses that prompt to generate bespoke lyrics and a song title. Girls are then guided to input a prompt for Stable Diffusion to create the album art while also dictating the style (e.g. pop art, anime). After that Riffusion produces a demo track for the girls to share, download, or simply just sing along to. With each step girls are learning introductory language, getting prompt engineering tips, and learning the fundamentals of AI.

Outcome

In just hours after GirlJams launched, over 29,000 visitors created unique songs about personal stories, experiences and feelings. They shared and posted their masterpieces helping to get the word out – generating 90 Million total press impressions. Some of the songs were so good, we decided to take it to the studio, and invited girls to record their AI songs IRL with the help of real music industry professionals. The best part though? As girls were creating their songs with AI, these AI tools were simultaneously learning about these girls’ experiences, feelings, and interests – ultimately contributing to a less biased AI future.

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