In the latest entry on her Huffington Post column, Dr. Mary Ann Rankin, CEO of the National Math and Science Initiative, comments on the critical response surrounding the European Union’s (EU) recent – and controversial – attempt at encouraging young girls to take foundational courses in STEM subjects.

The EU released a music video featuring “young girls in mini-skirts that are shown prancing in four-inch heels and blowing kisses at test tubes,” while a male scientist watches “admiringly.”

Dr. Rankin acknowledges the intent behind the video – to encourage female students to take STEM courses in school to “launch them into STEM careers” – but she believes the message was misinterpreted as “wear short skirts; girls are just decorative.”

On a positive note, Dr. Rankin applauds the rest of the EU’s campaign to reach young girls as she  highlights the fact that the EU website also has “video profiles of accomplished and attractive [female] scientists.”

She is excited about the prospect of women entering STEM-related fields – after all, the more women who enter those high-paying professions, the smaller the gender pay gap will become. Citing impressive increases in passing scores for females in AP math and science courses, she further asserts that NMSI’s educational approach will help connect young women with the STEM world.

“It is substantial programs like Advanced Placement that will convince young women that having a ‘beautiful mind’ is the key to future happiness and success.”

I encourage you to read the rest of the article, found here, and leave your thoughts in the comments section. What is your opinion of the EU’s video, and their campaign at large?  Is it worthy of the controversy? Does adding sex appeal help generate positive appeal for STEM careers, or does it tarnish the reputation of the academic world?

Sound off in the comments below!