How can we reach and engage young girls in a way that resonates with them, while ensuring that the partnership between PSV and Fe+male Tech Heroes is not only visible, but also creates real societal impact?
Fe+male Tech Heroes is a consortium of seven companies supporting PSV Women’s as main sponsor, using the platform to create societal impact. Together with educational institutions and local organizations such as Brainport Development, they aim to inspire young girls to pursue technology, empowering them to take confident steps toward a future in it.
Despite the growing demand for technical talent, the number of girls choosing a technical education or career remains low. PSV and Fe+male Tech Heroes aim to break this trend by making technology accessible, inspiring, and visible in a way that resonates with girls and young women. This is supported by a clear ambition: "By 2030, it will be the norm for girls to choose technology. The Brainport Region will have become an inclusive and attractive area for female talent in technology, from primary school to boardroom."
Our Approach
Together with PSV, partners, and educational institutions, we dived deeper into the underlying challenges around the intake of female technical talent. We spoke with dozens of regional stakeholders to understand the real barriers, ranging from stereotypes to the low visibility of opportunities in technology. Something that immediately stood out was the fact that many initiatives like this already exist.
Therefore, the solution wasn’t to create something new, but to bring the existing initiatives together and to enhance their impact. The unique platform that PSV offers, along with the featured role models, boosts the message as well as the credibility of it. To realise both communicative and tangible impact, a mix of online and physical activities was chosen.
Online, the goal is to target 12-25 year-olds that are already part of PSV its social audience. Through challenges, accessible formats, and inspiring stories from role models such as Laura Strik (applied mathematics) and Myrthe Kemper-Moorrees (marketing), we aim to highlight the diversity a career in technology has to offer.
Offline, we inspire young girls at schools through an educational programme that empowers them to redesign their own neighborhoods. Additionally, we showcase technology at local events with an interactive booth, using the Philips Stadium to demonstrate the technological demands of playing football. We also engage secondary school students in an innovation challenge, inviting them to propose solutions that could enhance the performance of PSV Women’s.
All of the activities above are measured, so we will be able to demonstrate what works and adjust if necessary.
The unifying factor in all of this: collaboration. Which is exactly the reason why the Brainport Region is successful in realising impact.
Expected Outcome
While the campaign is still being executed and tangible impact has yet to be measured, with this approach, we aim to highlight the diversity within the field of technology and hope to inspire girls to pursue a technical study or career in the future.
By putting female role models in the spotlight and breaking down existing stereotypes, we hope to shift girls' and women's perception of technology, presenting it as an accessible and inspiring career option. We aim to make young women realize that technology isn’t just about numbers, but also about creativity and societal impact. Being aware of this will encourage them to follow their own path, and consider a career in technology if it sparks their interest and passion.
The impact of the campaign will be measured by the reach, engagement from the target audience, and participation in the activations. With this campaign we not only present technology as a fitting career opportunity, but also create true impact that ultimately increases the number of women entering the field of technology.
Let's get in touch!
Wish to receive more information on how sport can be used to raise awareness about societal issues such as diversity, inclusion, and talent development? Contact us through our contact form or send an email to sanne@more2win.com and discover how we create impact that truly inspires.