Be still my twitching eye. Repress the ire. At least the European Commission had good intentions with its Women in Research and Innovation campaign.
The campaign aims to encourage women across Europe into science studies and careers. It celebrates fantastic women who are already working in scientific fields, such as veterinary virologist Ilaria Capua and Austrian physicist Silke Bühler-Paschen. So far, so good.
But then there’s the execution. Let’s start with the strapline, “Science: It’s a girl thing!”. More specifically, let’s start with the lipstick that has been used to replace the “I” in science. Vowels are just so boring, aren’t they? We can’t have two of them together in one word unless one of them is disguised as an item of makeup. In order to make palaeontology appeal to women, they’ve had to replace all of the letters with the trumpet sounds from the introduction to Here Come the Girls.