MIlano, 9 Jun. (askanews) – The LEGO group launched the new Shea Built That’s campaign. In a world where the concept of “building” is still filtered by gender stereotypes, the Hip Hop song of the Run-Dmc “It’s like that” is reinterpreted to tell a new story. Entitled “She Built That”, the updated song and the related video clip want to inspire society and girls from all over the world to see each other as manufacturers, creators and innovatives. On the occasion of the launch of the campaign in our country, LEGO Italia has chosen Giulia Stabile – dancer and performer much loved by the youngest – as a testimonial and positive model for the new generations. And in Milan some girls met her just to talk about how girls can change the world.
“I think it is somehow fundamental to start from the children -he said to askanews -. In addition, I feel very close to them, perhaps because I am a little Peter Pan, even if I feel very mature for my age, at the same time I feel I have not abandoned the girl who is in me. They filled me with energy and I hope in some way to have left something important in them because as I said before you have to start from the children and therefore I will have something useful with them.”
Global research commissioned by the LEGO group revealed that, the word “manufacturer”, children mainly associate “a man in a construction site” or “a boy who plays with bricks”. The investigation, conducted in 21 countries, highlighted that 80% of adults believe that the company still sees males as manufacturers “naturally” more brought than females, and so mothers and girls tend to underestimate their skills.
“My advice – added Giulia Stabile, also famous as the face of Amici di Maria De Filippi – is to truly imagine everything like a Lego, but an already defined Lego, that is, in the sense that we, even before being able to make the final construction, we see the image and that image for me is like the goal and therefore there is the whole path that many times uses much more time when it is a more articulated, more difficult construction, etc. We like that path ”.
The dancer will also be the protagonist of a new video made on the notes of “She Built That”, in which he will perform in a choreography designed to express all the strength of the imagination. The video will kick off a challenge that will involve other content creators to inspire girls to become the new manufacturers of tomorrow.
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