DARTMOUTH - Mic Mac Mall has made a $5,000 donation to a group that supports young women exploring careers in science and technology.
The donation fulfills a promise made in response to a social media backlash and complaints that a back-to-school advertising campaign was sexist.
The ads featured cartoon women with slogans equating shopping with scientific endeavour.
The mall pulled the campaign in late August and promised to make a donation to an organization that empowers young women.
In a release issued Tuesday, the mall announced Techsploration will receive the funding.
Techsploration provides opportunities for female students in grades 9 through 12 to explore careers in science, trades and technology.
“(Techsploration) helps young women understand the significance of high school math and science for their future careers while inspiring them to live their dreams, challenge stereotypes and open new doors,” states the release.
Approximately 20 organizations applied for the funding.