Here come the girls (and other sickeningly cliched expressions)

Three model-esque girls in high heels and short skirts strut towards a male scientist in a lab coat. Looking up from his microscope, his chiselled jaw drops as the girls strike a pose in front of him. Rather than the opening of a blue movie, this is the beginning of a horribly misguided advert aiming to tempt girls to pursue science. It gets worse. Shots of bubbling liquid in beakers are cut with make up brushes and nail varnishes. ‘Come on girls!’ the ad cajoules us ‘You CAN do science! Look, it’s a bit like make up!’ This patronizing piece of sexism was taken down within 12 hours of the campaign launch, although naturally it lives on through the power of Youtube. But why didn’t the campaign leaders think to use some of the amazing women working in science today? Jane Goodall, chimpanzee whisperer, for example, or the less well known but equally cool Christiane Nüsslein-Volhard whose studies of fruit flies with genetic mutations provided huge insights into how an embryo develops, and won her a Nobel prize in 1995.

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