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To Reach Preteen Girls, Kickstarter Project Puts Style Into STEM

Popular Kickstarter project to get girls into science and math (STEM) ends today.

San Francisco, CA, October 07, 2014 --( Around middle school, girls start to lose confidence in science and math - partly because it’s uncool. Amanda Dowd and Beth Zotter, the creators of the Kickstarter project, "See it Be it: Profiles of Women who Love Math and Science," are setting out to change that. By introducing tech- and science-savvy women in a modern, stylish format, the partners are betting that girls who like math and science might see themselves as future scientists or engineers.

The project, which ends October 7, joins a new slate of products such as GoldieBlox and the book Rosie Revere, Engineer that approach science, technology, engineering and math (STEM) subjects from a girl’s perspective.

“When girls are too old to play with their GoldieBlox and start reaching for Seventeen magazine, we want to grab their attention with these portraits,” said Zotter, herself a technologist.

“What’s really interesting about this product is that it connects with girls at the moment when their interest in math and science is most vulnerable – adolescence,” says Dowd, “We plan to capture the diversity and true beauty of young women in STEM careers today. We want girls everywhere to relate to these strong and wicked-smart females.”

Dowd and Zotter plan to create portraits of real women, in their 20s and early 30s, doing "cool work in science and tech” using a format familiar to preteens - fashion photography. Unlike most magazines, however, these profiles will let girls read about each model’s field of expertise and her answers to questions like "what is the bravest thing you've ever done?"

About Amanda Dowd and Beth Zotter

Amanda Dowd is a creative director and design strategist, with over a decade leading design and strategy for websites, digital campaigns, and videos.

Beth Zotter is a specialist in energy technology and policy, and has degrees from UC Berkeley and Harvard University.

Contact info

To learn more about this project, please contact Amanda Dowd at, or Beth Zotter at

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Contact Information
See it Be it
Beth Zotter

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