The EDF Energy company in the U.K. launched a campaign called #PrettyCurious to encourage young women, ages 11 to 16, to go into the field of science... [T]he contest asked children "to think of ideas for a connected home bedroom product." Citing "fairness" as a reason, the energy company later opened up the competition to all kids of all genders, but maintained that the competition was still targeted at girls.....So they used the word "pretty," they centered the activity on the "home bedroom," and then, because they'd gone too far and got criticized, they let the boys in, and a boy won, and, of course, they got criticized for that.
Ada Lovelace Day founder Suw Charman-Anderson told the BBC that she was suspicious of the competition from the beginning because "EDF Energy chose to link appearance and interest in STEM through the title of their campaign, despite many people pointing out that it was demeaning to girls."
February 27, 2016
In New York Magazine, "Awkward: Boy Wins Competition for Girls in Tech":