The Global Semiconductor Alliance is a consortium of executives encompassing 25 countries and over 100 companies. Together, members innovate with peers, partners and customers to accelerate the $450-billion-dollar semiconductor industry’s growth. The Women’s Leadership Council of the GSA came to Spire with a challenge to address: how to recruit the next generation of female leadership and significantly increase the number of women in their male-dominated industry. Together, the Spire creative team and GSA developed a college-based initiative meant to inspire young women in STEM (Science, Technology, Engineering and Mathematics) degree programs to consider entering the semiconductor industry rather than joining the more typical tech choices.

In order to pique interest in the industry, Spire worked to call attention to the myriad of ways in which semiconductors are used to affect change. An eye-catching campaign was developed, with ads in the series highlighting strong women working to address a global challenge (such as the need to double food production in coming years). Each headline led into a call to action meant to appeal to graduates (“Design the Solution”) followed by body copy illustrating how the Semiconductor industry is creating solutions to the crises affecting our world. The campaign launched with on-campus posters, flyers and publications during 2020 final exam period, ensuring the semiconductor industry would be a top-of-mind career possibility for females leading up to spring graduation and the May 2021 Women in Semiconductors conference.

The work Spire has done for our Women in Semiconductors College Initiative is simply phenomenal in terms of raising target audience awareness of an industry that is primed for the next generation of up-and-coming female talent. We’re excited to see the results of the campaign in the coming years.