The British Science Association (BSA) is delighted to announce that our highly-anticipated ‘Smashing Stereotypes’ campaign will return for the third time for this year’s British Science Week – celebrating the diverse people and careers in science and engineering!

Following the huge support we’ve received over the past two years, we’re continuing to encourage Science, Technology, Engineering, and Mathematics (STEM) employees and researchers to share stories about their day-to-day work.

We want to demystify the world of STEM by showcasing the diversity within the workforce, the broad range of jobs and careers available, and that scientists are just like you.


What do a chef, product designer, and engineer all have in common?

Science is an integral part of all of their jobs.* Yet, if you ask most young people “What does a scientist do?” and “What does a scientist look like?”, you’ll get some limited answers. 

While there are well-documented challenges with diversity in STEM, the people and roles that make up this varied sector are more diverse than the all-too-well-known societal stereotype of lab coats, goggles, and conical flask might suggest.

To help us celebrate this diversity, we’ve partnered with science-based technology company 3M, biopharmaceutical company MSD, and global technology company Thales on this year’s campaign. Together, we believe that identifying, nurturing, and showcasing diverse role models is crucial to help break down misconceptions and barriers about who can be a scientist, and what they do.

Each #SmashingStereotypes profile will tie into this year’s British Science Week theme of ‘Growth’. We’ll be delving into experiences of personal growth, role models that helped each of our featured profiles grow their careers, and the growth they would like to see in their industry.

For the first time ever, we’ll be releasing short films showcasing a selection of some of our Smashing Stereotypes profiles and their stories - revealing why they’ve chosen a career in STEM, how they’ve followed their passions, and the stereotypes they’ve ‘smashed’ along the way.

Katherine Mathieson, Chief Executive of the British Science Association (BSA) said:

“Smashing Stereotypes has become a huge part of British Science Week over the past few years, allowing us to celebrate and, more importantly, showcase inspiring individuals and teams from a range of professions and industries.

Through our first series of Smashing Stereotypes short films, people can see that working in STEM happens in a variety of environments. We hope by profiling more individuals and teams working in STEM than we have ever before, that this year’s campaign challenges long-standing stereotypes and encourages more young people, from all backgrounds, to see themselves as scientists.

We're delighted to be supported by organisations who want to champion the diversity of their workforce, and look forward to profiling even more in the future.”

Tony Stanford, North Europe R&D Operations Leader at 3M said:

“Having supported Smashing Stereotypes since its inception in 2020, we’re delighted to support the campaign again, this year, as a Strategic Partner of the BSA’s.

This new partnership will help 3M and the BSA develop our shared vision to enrich young people’s view of science and scientists whilst providing a platform for underrepresented and marginalised voices within the sector.”

Jill Richardson, Executive Director at MSD said:

“At MSD, we believe we are all are inventors, regardless of our role or title. We have a very diverse group of scientists with the utmost passion and drive to find new approaches for the most devastating diseases. We believe it is only by integrating different views and ideas that we will deliver truly transformative medicines

By supporting the Smashing Stereotypes campaign, we’re looking forward to showcasing this diversity, which we hope will spark change in perceptions of the people and careers within STEM.”

Alex Cresswell, CEO of Thales in the UK said:

“At Thales, we’re always looking to promote awareness and encourage young people to consider a scientific career in the industrial and technology sectors.

Supporting the Smashing Stereotypes campaign and tackling stereotypes about who these scientists are, what they look like, and what they do, is crucial if we want more young people to think science ‘is for me’.”

Get involved

Share how you or your team are #SmashingSterotypes on social media by posting a photo, video, or simply telling us using the official hashtag!

From interactive polls, to our giveaway, over the next few weeks, we’ll be announcing all the additional ways young people, parents, teachers, and industry professionals alike can get involved in this year’s campaign. Stay tuned...


* A chef, product designers, and engineers are also all featured in this year’s Smashing Stereotypes campaign!